Ginza, Japan—Superstar model and brand ambassador Bella Hadid was recently invited by TAG Heuer to officially launch the brand’s new boutique concept in the Ginza district of the Japanese capital, Tokyo. Disruptive and avant-garde since its creation in 1860, TAG Heuer is reinventing the customer boutique experience, unveiling the very first completely modular, fully connected store.
To mark the occasion, Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Group Watch Division, invited Hadid to immerse herself in Japanese culture. She joined Shido Nakamura, one of the country’s most popular Kabuki actors, to take part in the traditional opening ceremony, which consists of breaking open the lid of a sake barrel. She was then able to discover this new boutique. From the digital façade and the displays to the decoration itself, every aspect of the boutique is completely modular.
TAG Heuer boasts that this revolutionary concept is a first in the world in watchmaking, offering the customer full immersion in the brand universe thanks to the omni-channel boutique purchasing experience.
After discovering the avant-garde world of TAG Heuer, the supermodel was then able to take part in a traditional Japanese tea ceremony, an age-old rite which is nothing short of an art form. With grace and curiosity, Hadid savored this sacred moment, appreciating the ritual and the unique expertise offered by the tea house set within the beautiful gardens of Happō-en.
When asked about the new concept, Biver said, “Now, more than ever, luxury equates to authenticity, simplicity, space, and time. At TAG Heuer, we translate this as individuality, quality, service, and exclusivity. This new boutique concept is perfectly in line with the avant-garde spirit of the brand. The Ginza boutique is the perfect setting to showcase this innovation, since ensuring excellence in customer service is firmly rooted in the local culture of Japan.”
Yasuomi Kawamura, CEO of TAG Heuer Japan, added, “We are honored to have TAG Heuer ambassador Bella Hadid here to open this new flagship boutique in Japan. She is a true fashion icon and her work on social media makes her an inspiration to the youth of today. She perfectly embodies our young, tech-savvy customer base, which this new boutique concept is designed to attract.”
Hadid was completely at home with the interactive technology, particularly the new iTAGs, the brand’s cutting edge connected displays. With just a few clicks on the iPad built into the display, the customer can select his or her favorite models, browsing by either the brand’s themes or product collection. Thanks to an ingenious system which synchronises the iPad and the iTAG, the watches, on a pivoting support, appear instantly lit up on the display, allowing them to be easily accessed and appreciated.
Customers can also transfer their selection to a mobile device, which allows them to extend their purchasing experience outside of the store when they log on to the My Tag Heuer page.
“This new boutique is truly amazing! The watches are so easy to access, which makes purchasing the watch so much simpler. And it’s great fun to be able to select the watches so easily just using the iPad,” said Hadid. “I am delighted to have had the opportunity to open this boutique and have enjoyed immersing myself in Japanese culture, with all its fascinating codes and rituals!”
This new system gives the customer total independence when purchasing a watch, with a whole host of possible options, such as online ordering with in-store pick-up or a more comprehensive introduction to the piece in a traditional store on the second floor. The TAG Heuer sales team is present at all times, permanently connected to the iTAG through their connected watch, which informs them directly if a customer wishes to try on the model they have selected. The watch is now equipped with the clienteling app to ensure a memorable service. The seller now plays a new role, either centrally, adding emotion and relevance to the customer experience, or acting simply as a facilitator.
With this unique concept that brings the brand even closer to the ultra-connected youth of today, TAG Heuer has moved even further away from the traditional, conservative codes of the watchmaking world. True, as always, to its avant-garde spirit.
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