TAG Heuer Opens its Fifth Avenue Flagship Boutique with Cameron Diaz

20 February 2014

TAG Heuer celebrated the grand opening of its new flagship boutique located on Fifth Avenue in New York City. TAG Heuer’s Worldwide President and CEO, Stéphane Linder and brand ambassador Cameron Diaz officially opened the boutique with a ribbon-cutting ceremony, followed by a VIP cocktail reception at the Museum of Modern Art.

The new flagship boutique showcases the rich heritage of TAG Heuer with an original painting of Steve McQueen prominently displayed in the library that also houses historical timepieces. The boutique’s high quality finishes and sophisticated detailing are the perfect environment for TAG Heuer’s complete selection of timepieces, including the Haute Horlogerie collection of V4 belt-driven watches and Mikro chronographs. The boutique also carries a full range of communication devices and luxury lifestyle accessories.


Grand opening of the TAG Heuer Fifth Avenue Flagship Boutique


Cameron Diaz and TAG Heuer CEO Stéphane Linder

The opening celebration continued into the evening with a VIP cocktail reception at the Museum of Modern Art located across the street from the boutique. Guests enjoyed music by the fabulous DJ Eve Salvail and specialty cocktails named after the TAG Heuer watch collections, such as the Calibre (Scotch mix), Carrera (vodka mix), Formula 1 (bourbon mix) and Chronograph (gin mix). Meanwhile, contortionist dancers performed in an artful manner throughout the evening.

“New York City is the epicenter of culture, entertainment and fashion, a perfect city to open a TAG Heuer boutique” said TAG Heuer Worldwide President and CEO, Stéphane Linder during his welcoming remarks to guests. “As one of the fashion capitals in the world and one of my favorite cities to shop in, TAG Heuer belongs in New York City” added Diaz.

With three prestige destinations in Paris and new flagships scheduled to open soon in London, Milan, Madrid, San Francisco, Los Angeles, Honolulu, Macau, Singapore and Beijing, TAG Heuer offers its customers a unique shopping destination throughout the world.


TAG Heuer’s VIP cocktail reception at MoMA


Cameron Diaz and TAG Heuer CEO Stéphane Linder welcome guests to the VIP cocktail reception at MoMA


Cameron Diaz and TAG Heuer CEO Stéphane Linder at MoMA

Photos by Rob Loud

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