TAG Heuer Relocates and Reopens Its Tokyo Omotesando Flagship With a New Store Concept

Červenec 31, 2026 - 23:00

Swiss luxury watchmaker TAG Heuer will relocate and reopen its TAG Heuer Tokyo Omotesando boutique on Saturday, August 1, 2026.

Ahead of the opening, the brand has revealed the boutique’s new spatial design and overall brand experience. Since opening its first directly operated boutique in Japan in Omotesando in 1995, an area with which it shares deep ties, TAG Heuer renews the space as one of its largest flagship boutiques in the country to adopt the brand’s latest store concept.

The interior introduces a new design code that embodies the boldness and innovation at the core of the brand’s DNA.

Summary

TAG Heuer relocates and reopens its Tokyo Omotesando boutique on August 1, 2026, adopting the brand’s latest store concept
The roughly 86-square-meter, two-floor space pairs a jet-black palette with warm grey and neutral tones for a modern, timeless feel
The second floor houses a private lounge for a more personal, elevated client experience
Actor Mackenyu attended the opening wearing the TAG Heuer Monaco Chronograph and the Carrera Chronograph x Team Ikuzawa
The boutique carries TAG Heuer’s signature Carrera, Monaco, Aquaracer and Formula 1 collections

A New Store Concept in a Modern, Timeless Space

The interior design adopts a new code that expresses the boldness and innovation of TAG Heuer’s DNA. A refined palette built on jet black is combined with warm grey and neutral tones to create a modern, timeless atmosphere, while richly textured materials, precise details and considered lighting bring heritage and the avant-garde together in a single space. Spanning roughly 86 square meters across two floors, the open, airy layout brings the collections into sharper focus and draws visitors naturally into the world of TAG Heuer. The second floor is home to a dedicated lounge, offering a more personal and refined client experience in a serene setting.

tag heuer omotesando 08

tag heuer omotesando 09

Mackenyu Attends the Opening

To celebrate the opening, actor Mackenyu made an appearance, wearing the brand’s icon, the TAG Heuer Monaco Chronograph with its bold square case, in a look that channeled TAG Heuer’s heritage and innovation. He also wore the TAG Heuer Carrera Chronograph x Team Ikuzawa, which reflects the racing spirit of Team Ikuzawa, a driving force in Japanese motorsport culture, taking in the many facets of the TAG Heuer world.

“The TAG Heuer Tokyo Omotesando boutique made a striking impression with its luxurious, black-based space. It conveys the strength and speed so characteristic of TAG Heuer, a space that motorsport lovers will find irresistible. The TAG Heuer Monaco Chronograph I wore is a 39mm square chronograph, and its sharp, angular edges and this blue color felt truly iconic. It was also very comfortable to wear, and that balance left a strong impression on me.”

tag heuer omotesando 01