Tag Heuer opens new boutique in Japan with a modular concept
May 3, 2018: Superstar model and brand Ambassador Bella Hadid recently launched Tag Heuer's new boutique concept in the Ginza district of Tokyo, unveiling its first completely modular, fully connected store.
To mark the occasion, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, Ms Hadid and Shido Nakamura (one of Japan's most popular Kabuki actors), took part in the traditional opening ceremony, which consists of breaking open the lid of a sake barrel.
The new store features iTAGs, the brand's cutting edge connected displays. With just a few clicks on the iPad built into the display, a customer can select his or her favourite models, browsing by either the brand's themes or product collection. Thanks to an ingenious system which synchronises the iPad and the iTAG, the watches, on a pivoting support, appear instantly lit up on the display, allowing them to be easily accessed and appreciated.
Customers can also transfer their selection to a mobile device, which allows them to extend their purchasing experience outside of the store when they log onto tagheuer.com.
This new system gives the customer total independence when purchasing a watch, with a whole host of possible options, such as online ordering with in-store pick-up or a more comprehensive introduction to the piece in a traditional store on the second floor. The TAG Heuer sales team is present at all times, permanently connected to the iTAG through their connected watch, which informs them directly if a customer wishes to try on the model they have selected. The watch is now equipped with the clienteling app to ensure a memorable service. The seller now plays a new role, either centrally, adding emotion and relevance to the customer experience, or acting simply as a facilitator.