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

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.