Tag Heuer has a new store: an online homage to its freestanding stores that mimics its “lifestyle lounge,” but for the first time, it also allows consumers to buy from anywhere in the U.S.
The site at shop.tagheuer.com in the U.S. is currently the only e-commerce-enabled site for the brand, which is part of LVMH Moët Hennessy Louis Vuitton. There are eight freestanding boutiques in the U.S., and the company considers its online showcase its “ninth store.”
Ulrich Wohn, president and chief executive officer in North America of LVMH Watch & Jewelry, who is also president and ceo of Tag Heuer North America, said, “We wanted to give consumers lots of choices, whether buying from their preferred local jeweler or directly from us. The main thing is they get an authentic piece that’s not altered or counterfeit.”
Wohn said the existing tagheuer.com site is just an informational feed. The new e-commerce site can be accessed on its own or through a tab option on the original site. Besides timepieces, apparel and accessories such as sunglasses are also available online.
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