Tag Heuer store at the Yorkdale shopping mall

PARIS — Expanding abroad, Tag Heuer has opened its first store in Canada, at the Yorkdale shopping mall in Toronto.

Tag Heuer is investing in retail more than ever to ensure we are engaging with our customers through exceptional service and a rich brand experience,” said Benjamin Beaufils, who was named president of the watch label’s North American business in September.

Like many of its Swiss watchmaking peers, the label is focusing on bulking up its own network of stores, a strategy for gaining tighter control over customer relations and distribution channels, at a time when the industry is challenged by competition from the Apple watch.

The LVMH Moët Hennessy Louis Vuitton-owned label has nine stores in the U.S., including in New York, two in Texas, two in Florida and one in Las Vegas.

The brand is also setting up an e-commerce platform in Canada.

LVMH’s watch division has had changes in leadership over the past year, now headed by Stéphane Bianchi, who succeeded industry veteran Jean-Claude Biver. Bianchi heads Tag Heuer and the chief executive officers of Hublot and Zenith report to him. At the time of Bianchi’s appointment, LVMH chairman and ceo Bernard Arnault, who also named his son Frédéric Arnault as head of the label’s strategy and digital direction, said the objectives for the division were to deliver products with the “highest technical quality” and continue to grow the labels on a global level.

The brand unveiled a connected watch for golf players with an accompanying app earlier this year, at the Baselworld watches and jewelry fair in Switzerland. It is focusing on both traditional watchmaking — helped by a new hire, Guy Bove, formerly a designer for Breitling and IWC Schaffhausen — and connected watches, as it continues to invest in digital channels, as well as research and development, marketing and retail networks.

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