TAG HEUER’S N.Y. FLAGSHIP: Swiss luxury watch brand Tag Heuer will open its first New York flagship on Tuesday. The flagship is an 1,200-square foot store located at 701 Fifth Avenue, between 54th and 55th Streets. The boutique’s facade consists of a mosaic of hand-cut glass tiles that form the brand’s shield logo, while the design of the store represents a nod to Tag Heuer’s moto-racing legacy. The store’s VIP lounge also showcases an original, signed mixed media painting of brand ambassador Steve McQueen by Jörg Döring.

The flagship will house an extensive assortment of Tag Heuer timepieces, including the Haute Horlogerie series and vintage product that won’t be available in any other U.S. store. The brand has 180 boutiques in 57 countries, and is set to open another 20 during 2014.

This story first appeared in the January 22, 2014 issue of WWD. Subscribe Today.

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