TAG Heuer is proud to announce its U.S. expansion with the opening of Its first dedicated boutique in California.
Last night, TAG Heuer opened its first boutique in California at Costa Mesa’s South Coast Plaza Mall. The location channels TAG Heuer through a beach lens by incorporating coastal design elements, including surfboards and beadboard walls in soft blue accents paired with the brand’s signature racing red. Portraits of global brand ambassador and world-renowned surfer Kai Lenny bring the thrill of TAG Heuer to life through vibrant imagery.
To celebrate the opening, TAG Heuer CEO Frédéric Arnault alongside President of TAG Heuer North America, Benjamin Beaufils welcomed media, influencers, and clients from the southern California. Notable attendees include big wave surfer Kai Lenny, influencer and model Rocky Barnes, Riley Harper, Paige Watkins, The Suited Racer, Heath Hussar, Josh Dixon, and more.
“We’re continuing to build on our strong momentum in the U.S. market and are thrilled to announce the expansion of our retail footprint in two key states” said Benjamin Beaufils, President of TAG Heuer North America. “We are excited to deliver a rich and memorable brand experience while welcoming both new and loyal customers into these locations.”
Guests enjoyed cocktails and passed hors d’oeuvres while surfer and artist, Drew Brophy, live-painted a surf board inspired by Kai Lenny and TAG Heuer brand codes.
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on www.tagheuer. com for select countries and in 160 boutiques and 3,000 points of sale worldwide. The company is headed up by Frédéric Arnault, CEO of TAG Heuer.
For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969 and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.
Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.
