Swiss luxury watchmaker TAG Heuer has opened a boutique in the Harrods Fine Watches room

Luxury watch brand TAG Heuer has opened a major space within Harrods’ Fine Watches room on the London, Knightsbridge department store’s ground floor.

Spread over 30 sq m, the design of TAG Heuer’s space features contemporary notes, such as sleek grey furnishing and touches of polished mirror, to “echo the modern spirit of the luxury Swiss watchmaker”.

TAG Heuer, which has worked with Harrods for over 20 years, is developing the partnership with the new space presenting its “very latest innovations” including the Heuer 02 movement, special editions, and haute horology timepieces “that represent the very best in high-end watchmaking”.

“We have enjoyed an incredibly strong relationship with Harrods for many years, and together we have taken this step to showcase the best of our company in a beautiful new boutique in an unparalleled environment,” said Rob Diver, managing director of TAG Heuer UK and Ireland. Beth Hannaway, Head of Fine Watches & Jewellery at Harrods, added: “We’re excited to now launch the latest chapter in [our] partnership with a newly expanded corner, creating an interactive world of TAG Heuer.”

It will also feature a selection of the brand’s heritage timepieces, including the Autavia, which this year celebrates its 60th anniversary, and the new Connected Calibre E4, which will be available from 10 March. The boutique will offer specialist Connected Calibre E4 services “enabling visitors to discover its breadth of wellness and sporting functionalities”.

The boutique is found down a sweeping marble staircase, has private consultation rooms, and is situated next to the in-house workshop, which can personalize watches.

The showroom’s avant-garde design combines contemporary cabinets with digital screens for promotions and displays of the full Heuer portfolio.

The brand says the boutique will stock TAG Heuer’s core collection and limited editions.