TAG Heuer Opens New Boutique at Marina Bay Sands in Singapore | SENATUS

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TAG Heuer Opens New Boutique at Marina Bay Sands in Singapore

24 August 2022

By Scott Campbell

TAG Heuer has opened a new boutique in Singapore, at The Shoppes at Marina Bay Sands, its fourth standalone retail presence to add to its locations at ION Orchard, Marina Square and Wisma Atria.

Occupying 1000 sq ft, the store opened in partnership with Sincere Fine Watches is an expansion of its shop-in-shop presence at the watch retailer since 2010. Customers will now be able to enjoy an even more exclusive and memorable experience of the TAG Heuer universe and collections situated along the exclusive watch and jewellery row of the luxury shopping mall.

From the boutique’s main doors, visitors are immersed into the rich heritage and varied territories of TAG Heuer. The decor seamlessly blends references to the automotive world – core to TAG Heuer’s history and values – with modern design.

The Marina Bay Sands boutique is the first TAG Heuer store in the world to feature vegetal walls, a nod to Singapore as a Garden in a City. To complete the homage to nature, the counter tops feature stone boomerang, a raw concrete inlaid with tiny rocks.

The boutique’s watch display was imagined based on the latest nature-inspired design theme from the watchmaker and is the first store in the world to implement it.

Finally, a sitting area invites customers to dive deeper into TAG Heuer’s incredible legacy with visuals, books and memorabilia that pays homage the brand’s impressive 160-year heritage of precision engineering, bold technological breakthroughs and thrilling sporting milestones.

All TAG Heuer collections are presented in the Marina Bay Sands boutique, with a special focus on the elegantly updated TAG Heuer Carrera Three Hands collection. In 2021, the watchmaker revisited the timeless model with subtle refinements, introducing 13 new variants into the collection. The four versions include the TAG Heuer Carrera Day Date 41 mm, the TAG Heuer Carrera Twin-Time 41 mm, the TAG Heuer Carrera Date 39 mm and the TAG Heuer Carrera Date 29 mm – all of which incorporate and echo the stylistic codes of the TAG Heuer Carrera Heuer 02 chronographs launched the previous year.

Another highlight is the TAG Heuer Carrera Red Dial Limited Edition that draws inspiration from the same pure and understated aesthetic that made the 1963 Heuer Carrera beloved by the watch connoisseurs. What makes this chronograph stands out is its deep red dial. While red is a colour closely associated with TAG Heuer, it is typically employed as design accents and seldom used on the entire dial. This splash of crimson lends energy and modernity to an elegant and classic design. With only 600 pieces available worldwide, the TAG Heuer Carrera Red Dial Limited Edition comes with a black alligator strap with a steel folding clasp.

TAG Heuer Marina Bay Sands
The Shoppes at Marina Bay Sands
Casion Level B2M-244

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