Burj Khalifa, Dubai © TAG Heuer
A striking new design
Complementing its existing location in the Mall of the Emirates and a robust wholesale network of 18 doors throughout the country, this flagship boutique in the heart of dynamic Dubai offers an unparalleled customer experience and confirms the brand’s confidence in the region for the long term.
Centrally located and only a few steps from the iconic Burj Khalifa, the new 107 square-meter space was designed to express the brand’s values of passion for action, mental strength and high performance through a stunning new design concept.
To make this moment even more remarkable, TAG Heuer embraced the disruptive spirit of its Maison and the energy of the city of Dubai by lighting up the majestic Burj Khalifa with a jaw dropping brand iconography. The iconography not only celebrated the timepieces that have become the pillars of the brand, but also took the guests on a journey with the all the brand’s ambassadors.
The cocktail party was held in at the Dubai Edition Hotels with a deluge of iconic views, from the stunning Burj Khalifa to the boulevard lights of Dubai. During the evening, Frédéric Arnault invited to the stage the Oracle Red Bull Racing team’s drivers, Formula One World Champion Max Verstappen and Sergio Perez for an exclusive Q&A session discussing the upcoming Formula One season. Guests were then treated to a live performance by English composer, Ayanna Witter-Johson.
With this event, TAG Heuer officially marks the fruitful partnership with the Oracle Red Bull Racing team. Together they will continue challenging the limits, redefine modern, maverick yet elegant and timeless moments for the long term.