Luxury Timepiece Brand Tag Heuer Opens First California Boutique

The heritage brand's new South Coast Plaza location opened with a star-studded event to celebrate the occasion.

Tag Heuer South Coast Plaza 1 Crop

Renowned for their clever innovation, unique technologies, and luxury heritage, Tag Heuer is regarded as one of the most iconic watchmakers in history. Founded in Switzerland in 1860 and now available internationally as part of the elite LVMH (Moët Hennessey Louis Vuitton) group, the brand has expanded their North American presence, opening their first boutique in California within Costa Mesa's trendy South Coast Plaza.

The new location channel's Tag Heuer's classic aesthetic while taking inspiration from the coastal setting, incorporating colorful surfboards, powder blue bead-board walls, energetic artwork, and pops of the brand's signature racing red. Throughout the space, striking photography of the brand's global brand ambassador and world-renowned surfer Kai Lenny grace the walls, adding a unique vibrancy to the boutique.

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Photo: Courtesy of TAG Heuer

Avant-garde in their approach to watchmaking, Tag Heuer has continually led the way within their industry, from creating the oscillating pinion for mechanical stopwatches in 1887, to the first automatic-winding chronograph movement in 1969, and the first luxury smart watch in 2015. Today, the brand's stand out pieces include their new vintage-inspired Monaco ($9,200 to $9,800) design, their striking green Aquaracer Professional 300 ($4,200), and their classic steel, ocean blue, and yellow gold Aquaracer ($2,400).

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Photo: Courtesy of Tag Heuer

To celebrate the new California outpost, Tag Heuer CEO Frédéric Arnault and president of TAG Heuer North America Benjamin Beaufils, welcomed media, influencers, and clients from across Southern California for a night filled with tasty cocktails and beautiful watches. "We're continuing to build on our strong momentum in the U.S. market and are thrilled to announce the expansion of our retail footprint," Beaufils told UncoverLA. "We are excited to deliver a rich and memorable brand experience while welcoming both new and loyal customers into these locations."

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Photo: Courtesy of Tag Heuer

Notable attendees for the opening night included influencer and model Rocky Barnes, stuntman Riley Harper, influencer and model Paige Watkins, The Suited Racer, and YouTuber Heath Hussar. Alongside the numerous guests, artist Drew Brophy live-painted to create a one-of-a-kind surfboard inspired by the brand's global ambassador, Kai Lenny.

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Photo: Courtesy of Tag Heuer

Today, Tag Heuer holds retail spaces all over the world including North America, South America, Europe, Asia, Africa, and Australia, while continuing to express the brand's great passion for luxury timepieces and high performance, ultimately coining their motto, "Don't Crack Under Pressure."

Tag Heuer, South Coast Plaza, 3333 Bristol St., Costa Mesa, CA 92629; open Monday through Saturday from 11 a.m. to 8 p.m., and Sunday from 11 a.m. to 7 p.m.

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