Super model and brand ambassador Bella Hadid took part in the opening of TAG Heuer's Ginza boutique, breaking the lid of the sake barrel together with TAG Heuer CEO Jean-Claude Biver in celebration of the opening.
This boutique is the very first to adopt a modular concept. This revolutionary concept, which is a first in the watch sector, reflects Swiss watch brand TAG Heuer's avant-garde approach.
On 9 April 2018, supermodel and brand ambassador Bella Hadid was invited to the official opening event of "TAG Heuer Ginza Boutique", TAG Heuer's new concept boutique, which opened this month in the Ginza district of the Japanese capital, Tokyo. An avant-garde innovator since 1860, TAG Heuer is reinventing the customer boutique experience, and unveiled to the media a "modular" and "connected" store.
Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Watch Division, invited Bella, the popular model and TAG Heuer brand ambassador who has several millions of social media followers, to experience Japanese culture. Together with popular Kabuki actor Shido Nakamura, she took part in the traditional opening ceremony, in which the lid of a sake barrel is broken open. Nakamura-san was invited as a special guest at the announcement of the "TAG Heuer Carrera Calibre Heuer 02T Ginza Edition", a limited-edition Kabuki-themed model available at the Ginza boutique. Bella was the first to experience the new boutique, with its moving façade featuring her own image and first-in-the-world digital displays. The boutique's revolutionary concept is a first in the watchmaking world, offering customers the opportunity for full immersion in the brand universe along with the omni-channel boutique purchasing experience.
Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Watch Division, said of the new concept: "Now, more than ever, I believe luxury equates to authenticity, simplicity, space, and time. At TAG Heuer, we channel this into brand individuality, quality, service, and the uniqueness of TAG Heuer. This new boutique concept perfectly matches the avant-garde spirit of the brand. The Ginza boutique will be a wonderful showcase, fusing innovation with the culture of customer service so firmly rooted in Japan.”
Yasuomi Kawamura, General Manager of TAG Heuer Japan, commented: We are extremely honoured to be able to invite TAG Heuer ambassador Bella Hadid to the opening of this new boutique in Japan. Bella is a true fashion icon, and with her influence through social media, she is someone who embodies the young, digital-savvy generation. We hope the boutique will appeal to these young customers.”
Bella Hadid commented: "I was amazed by this new boutique! The watches can be easily experienced, and purchasing is also incredibly simple. And it's really fun to be able to select watches so easily using the touch panel display. I'm very honoured to be able to attend the opening of this boutique, and being myself able to experience Japanese culture was just wonderful and great fun!"
This new system provides a new experience to the customer. Products purchased online can also be picked up in store, or the customer can make a purchase while receiving traditional customer service on the second floor and other areas of the boutique. The store's staff are connected to iTAG through the TAG Heuer connected watch they each wear, which informs them directly if a customer wishes to try on the model they have selected. This watch is equipped with a customer app, enabling them to record what type of service was provided to which customer. As well as providing an appropriate customer experience as before, by appealing to the customer's emotions and stimulating their interest, the staff members now play a new role, namely that of acting simply as facilitator.
This unique concept clearly demonstrates how TAG Heuer is moving closer to the digital-savvy young generation of today, in a way that is completely removed from the traditional, conservative approach of the watch industry. True, as always, to its avant-garde spirit.