TAG Heuer opens its latest boutique at TRX to drums, dragons and revelry
TAG Heuer, the Swiss watchmakers renowned for high precision timekeeping and innovation as well as its association with high calibre sports, has chalked another milestone in Malaysia with its latest boutique opening at The Exchange TRX.

As TAG Heuer’s seventh standalone store, the boutique stands to attract watch pundits and brand loyalists alike with its dynamic touchpoints, special-edition timepieces, and exceptional service.

The 1,300sq ft space features a striking interior that recalls its legendary sporting and racing ambassadors as well as its famous showbiz ones, including Ryan Gosling whose image takes pride of place in the boutique.

The store offers many touchpoints from which guests may try on the latest timepieces.

TAG Heuer’s classic favourites like the Carrera, Monaco and Aquaracer series beckoned from the showcases. Visitors also marvelled at the latest duo of the TAG Heuer Carrera Chronograph Year of the Dragon Limited-Edition timepieces to mark the new lunar year.

The watch is notable for its arresting exhibition caseback with a partial view of the automatic winding movement, while in detailed relief is a gold-scaled dragon circling by the oscillating rotor.

Other Chinese symbols of good luck include the calligraphic character for dragon above the small seconds counter, as well as the use of an auspicious shade of red on the chronograph counters and alligator leather strap.

Tchaplyguine: 'Our new space not only celebrates our heritage and craftsmanship, but also represents our commitment to an elevated and personalised shopping experience.'

The opening is also significant in that it coincided with the appointment of Brice Tchaplyguine as the new managing director of TAG Heuer Southeast Asia, Australia and South Korea. Tchaplyguine was present at the opening, noticeably pleased by the new store.

“Our new space not only celebrates our heritage and craftsmanship but also represents our commitment to providing an elevated and personalised shopping experience for our esteemed clientele,” he said of the opening.

Jack Tan, star of the movie Abang Adik, was one of the celebrity guests at the opening.

Indeed, the evening saw VIPs, media and celebrities such as Jack Tan, star of the movie Abang Adik, in attendance. On hand to officiate the opening together with Tchaplyguine were Tunku Zain Al-’Abidin ibni Tuanku Muhriz, Geetha Rengarajoo, who is commercial director for TAG Heuer Singapore and Malaysia, and Mitch Wilson, project director of The Exchange TRX.

The official opening continued from a boisterous lion dance by the acclaimed Hands Percussion group, of which Tunku Zain is patron. The lion dance set the tone for a lively event, adding to the coming festivities.
StarExtra,StarChrono
As TAG Heuer’s seventh standalone store, the boutique stands to attract watch pundits and brand loyalists alike with its dynamic touchpoints, special-edition timepieces, and exceptional service.