By TAG Heuer team, TAG HEUER —  18 Nov 2015


Swiss luxury watch brand TAG Heuer continues its dynamic expansion in Latin America and opens its third largest store in the recently open El Palacio de Hierro luxury mall located in Polanco.

This is the 9th store in Latin America and complete the widely spread international retail network of more than 160 boutiques worldwide (including 20 new openings in 2015), located at the best luxury shopping addresses (Paris Champs- Elysees, NY 5th Avenue, Ginza, Geneva, Dubai, Sydney, Hong Kong, Singapore, Macau,…) of the Swiss Avant-Garde Luxury watchmaker.

The new 63m2 flagship outstands the TAG Heuer design boutique concept, and invites customers to discover the world of the "Swiss Avant-Garde since 1860". Developed in-house, the new design illustrates perfectly the brand's realignment, beautifully underscoring its four universes of expression: sport, lifestyle, art and Expertise&Heritage. Its taut, stylish lines also reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

Finally, a contemporary space which embodies the image of the brand, tradition and the taste for innovation, precision and avant-garde spirit. A new world in which natural and high-tech materials blend harmoniously in a warm ambience, a unique experience for a demanding international clientele.

To celebrate the addition of this new boutique to the Latin American’s retail network; Christian Weissbach, President of TAG Heuer for the Caribbean and Latin America was joined by Enrique Uribe, President of Relojes Exactos, long-term partner of the brand in Mexico and Claudia Fabela Brand Manager Luxury division at El Palacio De Hierro. During the ribbon cutting, they had the pleasure of welcoming Paola Longoria, world champion of racquetball and Pablo Lyle, Mexican actor.

Mexican DJ duo Tom & Collin kept an upbeat rhythm allowing the atmosphere to be warm and electrifying when our celebrities accepted the “Don’t Crack Under Pressure” challenge of jumping onboard a motoracing simulator to establish a reference time which will have to be beaten by one of our guests to take away home a unique TAG Heuer’s giveaways.

Christian Weissbach said: “At TAG Heuer we are proud to open our 9th boutique in Latin America and our 3rd largest store in the region here in Mexico City at Palacio Del Hierro Polanco. For the occasion, we are presenting the new Carrera Heuer 01 which was just recently launched in NYC.”

Following the entertaining part, the 150 guests could stroll over the store and had the honor to discover for the first time in Mexico the TAG Heuer Carrera Heuer 01, their eyes could enjoy the in-house skeleton contemporary chronograph bridge and their hands could feel the light weight of the titanium case which makes this 45mm diameter dial feel like a feather. They could also observe the Carrera Panamericana Limited Edition on the wrist of Emilio Vasquez, winner of the 2015 edition and on Hilaire Damiron wrist, who was the driver sponsored by TAG Heuer and who had kept Emilio on his guard till the last day of the race; they could see in action the TAG Heuer Formula 1 Mexico Special Edition.