TAG Heuer opens first modular, connected boutique in Tokyo

Superstar model and TAG Heuer ambassador Bella Hadid joined the opening of the brand’s new boutique concept in the Ginza district of Tokyo, Japan. The new TAG Heuer store reinvents the customer boutique experience by being a completely modular, fully connected store.

From the digital façade and the displays to the decoration itself, every aspect of the boutique is completely modular. This concept is a first in the world in watchmaking as it offers customers full immersion in the brand universe using the omni-channel boutique purchasing experience.

The Ginza boutique features the new iTAGs, TAG Heuer’s cutting-edge connected displays. With just a few clicks on the iPad, the customer can browse according to theme or product collection and select his or her favorite models. An ingenious system synchronises your selection on the iPad and the iTAG. The watches, on a pivoting support, will then appear instantly lit up on the display, allowing them to be easily accessed and appreciated

Customers can also transfer their selection to a mobile device, so they can extend their purchasing experience outside of the store when they log into the My Tag Heuer page.

This new system gives the customer total independence when purchasing a watch. Plus, they get a whole host of possible options such as online ordering with in-store pick-up or a more comprehensive introduction to the piece in a traditional store on the second floor.

TAG Heuer’s sales team is present at all times as well. They are permanently connected to the iTAG through their connected watch, which informs them directly if a customer wishes to try on the model they have selected. The staff’s watch is also equipped with the clienteling app to ensure a memorable service.

To mark the occasion, TAG Heuer CEO and LVMH Group Watch Division President Jean-Claude Biver has invited Hadid to immerse herself in Japanese culture. Hadid joined Shido Nakamura, one of the Japan’s most popular Kabuki actors, to take part in the traditional opening ceremony, which involves breaking open the lid of a sake barrel. Hadid also took part in a traditional Japanese tea ceremony, an age-old rite which is nothing short of an art form.

Read more: Bella Hadid named new TAG Heuer endorser


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