4 days ago
TAG Heuer reopens at ION Orchard with a refreshed boutique
Located on Level 3 of ION Orchard, the newly reopened TAG Heuer boutique features a space that combines digital storytelling with an elevated presentation of the watchmaker's most celebrated collection. Image courtesy of TAG Heuer.
The new, bold facade of the boutique welcomes you with a large-format LED screen that showcases curated brand films and campaign visuals, alongside an adjacent side wall with its dynamic display that will be refreshed to spotlight the Maison's latest launches and thematic campaigns.
Inside, you'll find a welcoming atmosphere complemented by the brand's sleek, contemporary identity with its warm wood flooring, textured wall panels, and brushed metal accents. This is in addition to the open sight lines and clean architectural lines that create an inviting fluid space for a seamless and thoughtfully curated experience. Image courtesy of TAG Heuer.
Image courtesy of TAG Heuer.
Image courtesy of TAG Heuer.
Image courtesy of TAG Heuer.
Within the boutique, you'll see district zones which highlight TAG Heuer's core collections such as the TAG Heuer Aquaracer, TAG Heuer Formula 1, TAG Heuer Carrera, and the TAG Heuer Monaco. Beyond the mechanical timepieces, the boutique also focuses on TAG Heuer's Connected watch range and haute horlogerie creations.
Collectors and fans would enjoy the two dedicated library corners which pay homage to the TAG Heuer Carrera and TAG Heuer Monaco lines, complete with motorsport-themed books, imagery, and memorabilia.
As part of the unveiling of the new boutique, you will also be among the first to explore a curated selection of TAG Heuer's 2025 novelties that were recently revealed at Watches & Wonders Geneva. Image courtesy of TAG Heuer.
A standout of the selection is the TAG Heuer Carrera Day-Date in six models showcasing varied dials, materials and straps. Some of the highlights of the timepieces include designs with a sun ray-brushed blue dial, a modern smoky red opaline version, and a sleek black opaline dial that is available in full steel or accented with 18K 5N rose gold. Image courtesy of TAG Heuer.
Also on display is the TAG Heuer Formula 1 Solargraph, a 38mm solar-powered model crafted with TH-Polylight in bright, F1-inspired colours and a lightweight steel frame, as well as the 2025 TAG Heuer Aquaracer Professional 300 Date with its luminous pastel green lacquered dial framed by a bold black ceramic bezel.
