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NEW YORK — Tag Heuer celebrated its new Fifth Avenue flagship here on Tuesday night with an in-store appearance by brand ambassador Cameron Diaz. “I was actually kind of surprised that they didn’t already have something [on Fifth Avenue],” the actress said. “It’s just something that makes sense — it’s an iconic brand that has been around for so long and done at such a masterful level of work and design. Fifth Avenue is where you find those brands, so it makes sense that they are here now.”

Located at 701 Fifth Avenue, the 1,200-square-foot space is the brand’s first New York flagship. The storefront features an outside facade of hand-cut glass to create the company’s shield logo. Inside, a narrow interior space mimics the brand’s preexisting flagships, with display cases covering the perimeter. Situated in the store’s rear VIP lounge under an original Jörg Döring painting of fellow brand ambassador Steve McQueen, Diaz spoke of her love for the city. “There are so many places in New York that have a pulse, and I feel like Fifth Avenue is really one of those places,” she said. “I just love to be part of that rhythm.”

This story first appeared in the January 30, 2014 issue of WWD.  Subscribe Today.

Diaz recently released her first book, “The Body Book: The Law of Hunger, the Science of Strength, and Other Ways to Love Your Amazing Body,” and currently has three movies slated for a 2014 release: “The Other Woman,” “Sex Tape” and “Annie.”

“I’m scheduled down to the last minute every single day,” she said. “It’s very, very important for me to make sure that my time is maximized and that I get every last second out of the day.” The actress paused to adjust her rose-gold timepiece. “I wear it all the time,” she said. “It’s not just because it’s beautiful and it’s a piece of jewelry, but it’s because time is just so important. It’s important to use my time wisely and do the best that I can do.”

Following the in-store cocktail party, guests relocated just a block south to Museum of Modern Art for the event’s official after party. As partygoers sipped drinks specially crafted by on-hand mixologists, worldwide chief executive officer Stéphane Linder made some brief remarks. “I must say that [Fifth Avenue] is one of the most fantastic streets in the world,” said Linder, a French native. “For me, there is Champs-Élysées and this — that’s it.”

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