By TAG Heuer, TAG HEUER TEAM —  16 Mar 2015


Reinforcing its position as a pioneer in the luxury watch sector, TAG Heuer celebrated the opening of its 9TH U.S. boutique in the thriving new, Miami Design District on Friday night. Formula E driver, Bruno Senna and Actor, Nick Zano brought their DJ skills to the party, showing the famed DJ Irie that they #DontCrackUnderPressure.

The evening began with a cocktail party outside the TAG Heuer boutique storefront, in Miami Design District’s burgeoning, Palm Court where VIP’s including Bruno Senna, Nick Zano and graffiti artist, Jona Cerwinske walked the red carpet and welcomed guests. Bruno Senna commemorated his uncle and TAG Heuer’s longstanding history in the autoracing industry by posing in front of the boutiques storefront visual of his uncle, Ayrton Senna.

Bruno Senna and Nick Zano then welcomed guests to a VIP event upstairs in Palm Court where they danced to the tunes of DJ Irie, took selfies in the #DontCrackUnderPressure selfie photobooth, watched the works of artist, Jona Cerwinske and sipped on signature cocktails and tastings by Top Chef charmer, Fabio Viviani.

TAG Heuer chose Miami’s Design District because of its burgeoning neighborhood dedicated to cutting edge fashion, design, art and architecture – all elements that embody the company’s brand essence. The store is located in Palm Court – designed by one of today’s most forward thinking, award winning Japanese architects, Sou Fujimoto. His signature creations showcase a pulsating interchange between nature and architecture, blending the internal and external.

Surrounded by other premier luxury retail stores (including its sister LVMH brands) and galleries in Palm Court, TAG Heuer’s new boutique is a prime location for tourists and locals to enjoy a luxury shopping experience within a two-city block radius.

On this occasion, Bruno Senna was wearing his favorite watch, the amazing TAG Heuer Carrera Calibre 36. The flyback function makes starting, stopping and resetting the chronograph a child's play with a single touch of the flyback button.