Spanning over 1,162 square feet, TAG Heuer’s Ion Orchard boutique has undergone a new space-lift – the new store is designed for that immersive shopping experience for all watch lovers and collectors. Inspired by the brand’s #DontCrackUnderPressure motto, eye-catching accents and metallic textures outline the retail floor.
Striking red carpet flooring supporting armchairs indicates the brand’s sportive dynamism, and ceramic finishing on walls echo the cutting-edge technologies in contemporary watchmaking. Sober hues of grey represent Heuer’s watchmaking traditions, as well as the mountainous landscape of its headquarters located in La Chaux-de-Fonds.
Behind the new store concept is TAG Heuer’s in-house design and architectural team based in Switzerland.