July 14, 2021 marked a significant day for TAG Heuer and for the restoration of luxury in-person retail spirit amid the ongoing COVID-19 pandemic. The grand opening of the brand’s exclusive boutique at South Coast Plaza Mall in Costa Mesa, California, marked an energetic kickoff to the revised boutique concept, and is now the only dedicated TAG Heuer boutique on the West Coast. The new space draws inspiration freely from its Southern California surroundings, with the recently refreshed Aquaracer line, surfing imagery on the walls, and a new custom surfboard hand-painted by Californian artist Drew Brophy during the event joining TAG Heuer’s trademark motifs of classic Calibre 11 and Gulf Racing memorabilia.
Among the guests enjoying hors d’oeuvres and champagne at the opening were numerous TAG Heuer executives and brand ambassadors, including the brand’s CEO, Frédéric Arnault, TAG Heuer North America President, Benjamin Beaufils, and TAG Heuer Global Brand Ambassador and professional surfer, Kai Lenny. The aBlogtoWatch community also had a strong presence at the event, with many avid readers joining aBlogtoWatch News Editor, Sean Lorentzen, and aBlogtoWatch Founder, Ariel Adams, after a sponsored post campaign. The lively atmosphere and numerous watch sales during the event are a positive sign of what may be to come as in-person watch events begin to resurface, and if the success of this event is any indication, TAG Heuer’s newest boutique should be a solid asset for the brand. For more information on TAG Heuer, please visit the brand’s website.
