CHASING THE SUN: Tag Heuer will open its second boutique Monday at the Aventura Mall in Aventura, Fla., following the opening of its first freestanding store in Las Vegas in March of last year.


The brand, which has about 115 doors worldwide, was strategic in selecting the new location, according to Alyssa Mishcon, vice president of strategic planning for Tag Heuer North America, who called Miami one of the company’s “top markets” within the continent due to an “interested consumer base within the community” and a high level of international tourism.


“It’s a great way to showcase the brand to an international customer. The mall gets about 24 million visitors a year so it’s a great way to communicate with new customers,” Mishcon told WWD, adding that although the wholesale component of the business is really strong, research has shown that there’s a dedicated shopper that wants to purchase within a brand store. “That’s what we’ve found [to be the case] in Vegas. The wholesale business is really helping us continue to grow and we’ve been able to serve an added customer with a boutique there on top of it.”


Designed by architect Eric Carlson, the Aventura store concept is parallel to the brand’s worldwide concept — in that rather than watches being encased within traditional counters, they are displayed at eye level throughout the store — although the storefront been adapted for the North American market.


Tag Heuer will add another door this spring in Orlando, Fla.

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