After the opening in Venice in 2012, TAG Heuer strengthens its presence in Italy's most internationally renowned locations. The Swiss watchmaker officially opened its second Italian boutique yesterday in Rome, in the heart of the capital's luxury shopping district, at 33 Via dei Condotti.
"This new flagship will strengthen our presence in Italy, joining the existing one in Venice and the future one in Milan, which we plan to open in 2023. Rome is a very dynamic marketplace for the Maison: it enjoys an excellent local clientele, but also many foreign visitors that we look forward to welcoming inside our new display concept, to offer an evocative journey inside the TAG Heuer universe," said TAG Heuer CEO Frédérique Arnault, who was present at the long-awaited opening of the boutique. Rome is a luxury shopping destination that attracts an active flow of tourists all year round, thanks to its welcoming climate, the uniqueness of its historical points of interest and its artistic, glamorous and sporting events, such as the Formula E championship that stops in EUR in April, the Internazionali di Tennis in May at the Foro Italico, the Film Festival in November and the next Golf Ryder Cup to be held in September 2023.
Upon entering the boutique, visitors are plunged into TAG Heuer's universe of motorsports references and its 162-year history of timekeeping evolution, innovation and avant-garde timepieces: from the first stopwatch dating back to 1887, to the Mikrograph, unveiled way back in 1916, and which was the first watch to accurately mark one-hundredth of a second. As was the creation of then CEO Jack Heuer, who in the 1960s, fascinated by the legendary Carrera Panamericana Mexico motor race, imagined the first wrist chronograph for drivers, the famous Carrera, a model that is enhanced by the display elements of the Roman boutique. The motor race also inspired Porsche for its Carrera sports car series of the same name, paving the way for a predestined partnership, announced in 2021 and now translated into the watches born from the collaboration between the two Maisons, namely the Carrera Porsche and the Connected Calibre F4 - Porsche Edition, available at the Rome boutique.
Among the most sought-after references, available exclusively at TAG Heuer boutiques in Italy, are the new Monaco Gulf Edition, presented in April at Watches & Wonders, and the new Monaco Purple Dial. The boutique's display cases are a tribute to the TAG Heuer Carrera Calibre 5, the watch chosen by TAG Heuer ambassador Ryan Gosling for his portrayal of agent Sierra Six in the new Netflix film "The Gray Man", released in July.
The boutique opening was also an opportunity to preview the new TAG Heuer Formula 1 series chronographs in vibrant red, yellow and green colour versions.
TAG Heuer boutique Roma
Via dei Condotti, 33 - Rome
Tel. 06.69.92.11.56
e-mail: roma@tagheuer.com
Opening hours: Monday-Sunday 11 a.m.-7 p.m.
