15 MAY. TAG Heuer takes up summer residence in Saint-Tropez

Summer, sunshine, blue skies, the sea, the art of living… Saint Tropez, the famous small fishing village that has gained legendary status as the seaside resort of the stars and the jet set, known and recognised all over the world

The TAG Heuer pop-up store – opened with its long-term partner and friend Kronometry1999 on the legendary Rue Allard in the heart of the village - invites visitors to discover the world of the "Swiss Avant-Garde since 1860" brand in a space entirely redesigned for its relaunch at the start of the 2015 season.

This temporary boutique will host the exclusive launch of the new watch presentation concept soon to be rolled out in all TAG Heuer boutiques worldwide. Developed in-house, it illustrates perfectly the brand's realignment, beautifully underscoring its four areas of expression: sport, lifestyle, art and Expertise&Heritage. Its taut, stylish lines also reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

Finally, a contemporary space which embodies the image of the brand, tradition and the taste for innovation, precision and avant-garde spirit. A new world in which natural and high-tech materials blend harmoniously in a warm ambience, a unique experience for a demanding international clientele.