TAG Heuer opens first Abu Dhabi boutique

Abu Dhabi: Prominent luxury Swiss watch brand TAG Heuer announced the opening of its first boutique in Abu Dhabi and the eighth in the Middle East at the Abu Dhabi Mall recently.

The opening of the boutique, the third in the UAE, marks the brand's continued expansion plans in the region.

The new 600 square foot boutique was officially inaugurated by F1 Champ Kimi Raikkonen, and Rally Champ Mohammad Bin Sulayem.

"Together with our own boutiques we now have over 130 points of sale in the region in conjunction with our distributors, making us one of the foremost luxury brands in the region with one of the widest regional distribution networks," said Eric Vergnes, General Manager of TAG Heuer Middle East.

Brand exposure

The Abu Dhabi boutique's opening is part of TAG Heuer's Middle East strategy of full brand exposure.

In early 2010, one more boutique will open in Beirut, Lebanon.

The interior design of TAG Heuer's Abu Dhabi boutique blends the concepts of tradition and innovation. It makes ample use of glass and stainless steel along with mesh materials, and giant posters of Raikkonen and Bin Sulayem adorn the walls.

Resilient market

"We are gearing up for the regional economic recovery," said Vergnes.

"Abu Dhabi is proving to be a resilient market not adversely affected by the global downturn. The current bounce-back of oil prices will prove to be a boon for the luxury sector."

The benchmark in cutting-edge chronographs and timekeeping technology since 1860, TAG Heuer is the watch brand with the longest and strongest association to motor sports and dream cars.