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TAG Heuer - Bella Hadid visits Ginza boutique

TAG Heuer Bella Hadid visits Ginza boutique

On 9th April 2018 superstar model and brand Ambassador Bella Hadid officially inaugurated the brand's new boutique concept in the Ginza district of Tokyo.

TAG Heuer new boutique in Ginza is the first to be entirely modular. This revolutionary concept, never before seen in the watch industry, is set to further reinforce the avant-garde status of the Swiss watch brand. 

To mark the occasion, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, invited Bella Hadid, brand Ambassador and leading model with millions of followers, to immerse herself in Japanese culture. She joined Shido Nakamura, one of the country's most popular Kabuki actors, to take part in the traditional opening ceremony, which consists of breaking open the lid of a sake barrel. From the digital façade and the displays to the decoration itself, every aspect of the boutique is completely modular. 

 "Now, more than ever, luxury equates to authenticity, simplicity, space and time", said Jean-Claude Biver. "At TAG Heuer, we translate this as individuality, quality, service and exclusivity. This new boutique concept is perfectly in line with the avant-garde spirit of the brand. The Ginza boutique is the perfect setting to showcase this innovation, since ensuring excellence in customer service is firmly rooted in the local culture of Japan."

Bella Hadid was completely at home with the interactive technology, particularly the new iTAGs, the brand's cutting edge connected displays. With just a few clicks on the iPad built into the display, the customer can select his or her favourite models, browsing by either the brand's themes or product collection. Thanks to an ingenious system which synchronises the iPad and the iTAG, the watches, on a pivoting support, 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, which allows them to extend their purchasing experience outside of the store when they log into my tagheuer.com. 

"This new boutique is truly amazing!" said Bella Hadid. "The watches are so easy to access, which makes purchasing the watch so much simpler. And it's great fun to be able to select the watches so easily just using the iPad!"

This new system gives the customer total independence when purchasing a watch, with 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. 

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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