By  on March 18, 2011

Tag Heuer is toasting a few milestones in 2011. The Swiss luxury watch brand is not only opening its first North American flagship in Las Vegas, but also marking 150 years as a sponsor of motor racing.

Tag’s new 800-square-foot flagship opened Wednesday in Crystals at CityCenter, also home to Prada, Gucci and the largest Louis Vuitton store in North America.

“We conceived our first North American store to evoke the energy of one of the world’s most exciting cities,” said Jean-Christophe Babin, worldwide president and chief executive officer of the watch firm. “We also wanted to take advantage of being in Crystals at CityCenter, the most upscale shopping center that has redefined the Las Vegas shopping experience.”

Designed by architect Eric Carlson, who also collaborated with the company on its Paris and London stores, the boutique’s goal is to offer customers the ultimate brand experience in a contemporary environment.

“The boutique uses the abundance of natural light that infuses Crystals at CityCenter to create the same glow-from-within effect that is the center’s signature,” Babin said. “The boutique provides an interactive experience that allows customers to engage with the full scope of the brand in an accessible way.”

The timepiece displays are integrated into the store’s architecture and customized wall niches, instead of the formal countertop retail formula, creating a more open space that allows customers to interact easily with the product.

In addition to an assortment of Tag Heuer timepieces, several of the displays exhibit pieces from the company’s motor-racing history that includes the brand’s role as official timekeeper for the Formula 1 and Indianapolis 500 races and sponsorship of Formula 1 team Vodafone McLaren Mercedes. There’s also a selection of fashion and lifestyle items for sale, including vintage stainless steel cuff links, eyewear and the brand’s exclusive luxury mobile device, Meridiist.

Tag Heuer operates more than 100 freestanding boutiques worldwide, including stores in Paris, Kuala Lumpur, Shanghai and Sydney.

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