Tag Heuer Brings Avant-Garde to Aventura With the Opening of Their Second Flagship Boutique

SPRINGFIELD, N.J., Jan. 16, 2012 /CNW/ - Reinforcing its position as the avant-garde leader in the luxury watch sector, TAG Heuer today announced the opening of its second North American flagship boutique in Aventura Mall's new luxury wing. Upon arrival of the 800-square-foot store, consumers will enjoy the ultimate shopping experience with accessibility to an extensive assortment of high-end TAG Heuer timepieces, limited-edition styles, lifestyle accessories and Avant-Garde communication devices.

More "lifestyle lounge" than retail store, the boutique is adorned with TAG Heuer accessories that range from vintage stainless steel cufflinks to the brand's technologically advanced eyewear and ground-breaking communication devices, allowing customers to integrate TAG Heuer into all aspects of their lives.

"TAG Heuer personifies avant-garde design and innovation, a perfect match for a city at the forefront of global style like Miami," says Alyssa Mishcon, Vice President of TAG Heuer North America. "As one of the largest luxury destinations and highest grossing malls in the country, the Aventura Mall will not only build TAG Heuer's presence in the U.S., but also amongst International shoppers.

Designed by renowned architect Eric Carlson, the Aventura boutique captures the world of TAG Heuer with an inviting ambiance that allows shoppers to truly immerse themselves in the brand's 151-year legacy. Ornamented with displays of engineering prowess, the lifestyle boutique also showcases the new Carrera Mikrograph 1/100th Second Chronograph, the world's first, fully integrated, COSC-certified mechanical chronograph with a column wheel system that displays 1/100th of a second by a sweeping central hand.

Staying true to the brand, the overall aesthetic marries sophisticated glamour and timeless interior design with customized wall displays made of dark zebrawood, finely hand-brushed aluminum, glass and cream leather. Contrary to customary watch displays, TAG Heuer's vitrines boast a gallery-like feel with integrations carved into the architecture—showcasing the product at eye level—ensuring that customers can shop in an effortless and comfortable manner. The brand's motor-racing legacy also has a strong presence highlighting such automotive-inspired collections as the legendary Monaco or sporty Formula 1 line. Feminine styles are also housed in niche displays of their own.

Carlson–who has collaborated with TAG Heuer on several projects, including its London, Paris and Las Vegas-based flagships–curated original furnishings to set the tone of the design, while paying close attention to lighting elements, ensuring each case is lit to perfection. A series of bronzed, brushed aluminum vertical slats superimpose TAG Heuer's shield logo, which is back-lit with LED lights. This results in a dramatic, glow-from-within effect that embodies TAG Heuer's design philosophy.

TAG Heuer will organize additional events related to the store opening in January, and will provide details about these at a later date.

The TAG Heuer boutique is located in the Aventura Mall, 19501 Biscayne Blvd, space #037, Aventura, FL 33180.

Worldwide, TAG Heuer has more than 100 freestanding boutiques in major cities such as Sydney, Melbourne, Shanghai, Prague, Kuala Lampur and Paris.

About TAG Heuer

TAG Heuer celebrates "150 years of Motor Racing" in 2011. Founded in Saint-Imier in 1860 by Edouard Heuer, TAG Heuer has set many major milestones of high-end watchmaking, especially in the field of chronographs and ultimate precision. Today, one of the largest and most desired brands in the luxury watch industry, the Swiss legend draws upon its active engagement in the world of sports to create the most accurate timing instruments and watches in the world. TAG Heuer is the first watchmaker to master luxury chronographs with an unsurpassed precision of 1/10th, 1/100th, 1/1,000th and 1/10,000 of a second. From the Olympic Games in the 1920s to its role as official timekeeper for Formula One in the 90s and the legendary Indy 500 race today, TAG Heuer, in a constant quest for innovation, excellence, performance and prestige, continues to aim ever higher. This is reflected in its partnerships with F1 team Vodafone McLaren Mercedes and its World Champions Lewis Hamilton and Jenson Button, Audi Sport in the Le Mans 24 Hours endurance race, and the Automobile Club de Monaco and its full roster of prestigious racing events. Now actively engaged in the Monaco Grand Prix, the Le Mans 24 and the Indy 500, TAG Heuer is ''Mastering Speed'' on motorsport's 3 most iconic racetracks. More than ever, the brand epitomizes prestige and performance through active partnerships with Hollywood icon Leonardo DiCaprio, Bollywood star Shah Rukh Khan, LPGA star Suzann Pettersen and WTA tennis champion Maria Sharapova. TAG Heuer is a privileged member of the Fondation de la Haute Horlogerie (FHH), the most exclusive club in the Swiss watchmaking industry. The newest additions to the TAG Heuer legacy are: the Calibre 1887, an in-house, Swiss manufactured, integrated column-wheel chronograph movement that pays tribute to the original Heuer oscillating pinion of 1887, one of the brand's first patents and a major benchmark in modern watchmaking; and the Heuer Carrera Mikrograph 1/100th Second Chronograph, the first ever column wheel integrated mechanical chronograph with 1/100th of a second display by a central hand, which pays tribute to the legendary Heuer Mikrograph stopwatch of 1916.

The TAG HEUER CARRERA 1887 CHRONOGRAPH has been named the 2010 Swiss Watch of the Year in the Grand Prix de l'Horlogerie de Geneve's prestigious "La Petite Aiguille" ("Small Hand") category. TAG Heuer's "150 Years of Mastering Speed" celebrations in 2011 commemorate the brand's unrivalled heritage in motor sports, which include such historic contributions as the 1911 patent for 'Time of Trip', the world's first dashboard chronograph.

As part of the celebrations, a unique exhibition showcasing TAG Heuer's greatest racing partners and motorsport-inspired timepieces will tour major cities and racing capitals. Four-time F1 World Champion Alain Prost, a friend of the brand since the 1980s, is the "Mastering Speed" Special Ambassador.



South Florida's #1 shopping destination among locals and international visitors, Aventura Mall ranks as one of the top five highest grossing malls in the country in sales per square foot. Anchored by Bloomingdale's, Nordstrom and Macy's, Aventura Mall boasts 300 specialty stores, ranging from chic, internationally renowned names such as Louis Vuitton, TAG Heuer, Herve Leger by MaxAzria, Burberry, Faconnable, Henri Bendel, Michael Kors and Hugo Boss to many of the most popular and recognized retailers, including Abercrombie & Fitch, Apple, Calvin Klein, Forever XXI, True Religion and Diesel. Aventura Mall is also home to 10 full-service restaurants and an exclusive contemporary art collection featuring 10 installations positioned throughout the shopping center.

Located at 19501 Biscayne Boulevard, the mall is open Monday through Saturday, 10 a.m. to 9:30 p.m., and Sunday, Noon to 8 p.m. For more information call (305) 935-1110, visit online at www.aventuramall.com, join our Facebook page at www.facebook.com/AventuraMall or follow us on Twitter @AventuraMall. Aventura Mall is owned and managed by Turnberry Associates.


For further information:

Lindsay Hymson, +1-973-467-1890, Lindsay.hymson@Tagheuer.com


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