TAG Heuer Reopens at ION Orchard with a Bold Look

It is the first of three stores in Singapore to premiere the watch brandís latest global retail concept fully.

BY Editors | Jul 18, 2017 | News

Image from TAG Heuer

No man can stop the march of time. To keep up with the relentless tempo, renowned Swiss watchmaker TAG Heuer implements an ageless vision for their latest global retail concept, which is reflected in the revamped ION Orchard boutique.

Spanning over 1,162 square feet, the updated flagship boutique allows watch enthusiasts and customers to immerse in the brand’s horological universe. A futuristic spirit inspired by TAG Heuer’s #DontCrackUnderPressure motto is evoked through the use of eye-popping colours and textures.

The stunning interior is conceived by of TAG Heuer’s in-house design and architectural team in Switzerland. TAG Heuer’s famous shield logo is also appropriated as a recurring triangle shape motif throughout the store. 

The accompanying red carpet flooring and customer armchairs expressed the brand’s sportive dynamism, while ceramic finishing on the feature walls echoes the cutting-edge technologies in contemporary watchmaking. The shades of grey on the display counters and vitrines express a nod to its watchmaking traditions, as well as the mountainous landscape of its headquarters in La Chaux-de-Fonds.

If you need an unobtrusive moment, there are thoughtfully carved out service zones away from the main browsing space, where you can adjourn to browse in greater privacy and comfort.

The TAG Heuer store is located at 2 Orchard Turn, #01-13A, ION Orchard.