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TAG Heuer opens new standalone boutique in Covent Garden

Tom Bottomley
11 April 2022

Luxury Swiss watchmaker TAG Heuer has today announced the opening of a new 882 sq ft boutique at 5 James Street in London’s Covent Garden.

It’s the brand’s second standalone London store, joining the flagship boutique at 449 Oxford Street.

Rob Diver, Managing Director of xUK and Ireland, commented: “TAG Heuer already enjoys very high levels of awareness all over the capital, and we look forward to building on this even more.”

The new store features TAG Heuer’s iconic heritage timepieces including the ‘Autavia’, which celebrates its 60th anniversary this year. It also has the new TAG Heuer ‘Connected Calibre E4’, with specialist services including interactive displays enabling customers to explore the breadth of its sports and wellness functions.

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