TAG Heuer brings in Bella Hadid for Tokyo store opening

Supermodel Bella Hadid has immersed herself in the world of omnichannel retail, opening a tech-heavy TAG Heuer store in Japan.

Situated in Ginza, Tokyo, the new boutique concept aims to bring the Swiss watch brand “even closer to the ultra-connected youth of today”. It features the company’s iTAG displays with built in iPads enabling customers to browse watches. Options include online ordering with in-store pick-up or a more comprehensive introduction to a piece in a traditional store environment on the second floor. The TAG Heuer sales team are connected to the iTAG via watches, which inform them if a customer wishes to try on a model they have selected.

"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,” says 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.”

Jean-Claude Biver, CEO at TAG Heuer and President at the LVMH Group Watch Division, adds: "Now, more than ever, luxury equates to authenticity, simplicity, space and time. 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."