Unveiling the new TAG Heuer Boutique – Saigon Centre, HCMC, Vietnam

Swiss luxury watch brand TAG Heuer proudly celebrates the opening of the new TAG Heuer Boutique at Saigon Centre.

A partnership between TAG Heuer and Swiss Master Time – the new boutique is located at the heart of Le Loi Street, the most famous shopping district in the city. The new boutique boasts the brand’s latest global retail concept, designed to immerse watch lovers and customers into TAG Heuer’s universe. The décor is the brainchild of TAG Heuer’s in-house design and architectural team in Switzerland.

The boutique is awash in red and grey hues to reflect the brand’s avant-garde and unencumbered approach to luxury horology. A recurring motif is the triangle shape, which is appropriated from TAG Heuer’s famous shield logo. The shape appears throughout the boutique in various guises: on the façade’s skeletal-style signage, which looks in equal parts like molecular structures or cybernetic foliage; on geometrically textured fabric panel walls; as well as on honeycomb-shaped watch housing modules and ceiling lamps. The effortless adaption of the triangular motif further reiterates the progressive spirit and the versatility of TAG Heuer’s timepieces.

Elsewhere, various shades of grey on the display counters and vitrines express a sense of strength and tradition; the sober hues recalling both TAG Heuer’s respect for watchmaking traditions, as well as the mountainous landscape of its headquarters in La Chaux-de-Fonds.

To mark the opening occasion, we are honoured to have both Ms. Amelia Sillard, Managing Director TAG Heuer, South-east Asia and Australia and Mr. Martin Maier, Consulate General of Switzerland in Vietnam, to unveil and welcome our guests from the media, local influencers, and VIPs.


About TAG Heuer

In 1860, at the age of 20, Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the Mikrograph in 1916, sponsoring Formula 1 teams in the 1970s or launching the first luxury connected watch in 2015 are just a few examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in four production sites – mastering the whole watchmaking process – and is represented on all continents through 4,500 points of sale, including 170 TAG Heuer boutiques that are now directly available on www.tagheuer.com in selected countries. TAG Heuer timepieces are designed for those who love challenges. Our influence is enhanced by our unique communication based on three pillars: sport, lifestyle and heritage, embodying our legacy and DNA. Our partnerships and ambassadors illustrate our open-minded and open-door culture, with the most prestigious and avant-garde names teaming up with TAG Heuer: the Red Bull Racing Formula One team, the Formula 1 Monaco Grand Prix, the Formula E championship, the biggest football leagues in Europe, the Americas and Asia, Manchester United, trendsetter and actors Chris Hemsworth and Patrick Dempsey.

#DontCrackUnderPressure is much more than just a claim – it’s a state of mind. Find out more at www.tagheuer.com

Instagram: @tagheuer, Twitter: @TAGHeuer, Facebook:@TAGHeuer

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