Leading luxury Swiss watch brand TAG Heuer announced the opening of its first boutique in Abu Dhabi and the eighth in the Middle East at the Abu Dhabi Mall recently. The opening of the new boutique, the third in the UAE marks the brands continued expansion plans in the region. The new 600 square feet boutique was official inaugurated by F1 Champ Kimi Raikkonen, and Rally Champ Mohammed Ben Sulayem.

“Together with our own boutiques we now have over 130 point of sales in the region in conjunction with our distributors making us one of the foremost luxury brands in the region with one of the widest regional distribution network,” remarked Eric Vergnes, General Manager of Tag Heuer Middle East.

The Abu Dhabi boutiques’ opening is part of Tag Heuer’s Middle East region’s strategy of full brand exposure to the customer. With the opening of the Abu Dhabi boutique, there will now be three boutiques in the UAE and a total of eight in the Middle East. In early 2010, one more boutique will open in Beirut, Lebanon.

The interior of TAG Heuer’s Abu Dhabi boutique is designed blending the concepts of tradition and innovation and is both sporty and elegant. The façade makes ample use of glass and stainless steel along with mesh materials and giant posters of FI champion Kimi Raikkonen and UAE Rally Champion, Mohammed Ben Sulayem adorn the walls.

“We are gearing up for the regional economic recovery,” said Mr. Vergnes. “Abu Dhabi is proving to be a resilient market not adversely affected by the global downturn. The current bounce back of oil prices will prove to be a boon for the luxury sector.”

The benchmark in cutting-edge chronographs and timekeeping technology since 1860, TAG Heuer is the watch brand with the longest and strongest association to motor sports and dream cars..

The company has an unrivalled presence and unquestioned authority at the leading race series across the world. TAG Heuer was the Official Timekeeper of the F1 Championship from 1992 to 2003 and the Official Timekeeper and Chronograph of IRL/Indy 500 Race from 2004 to 2006. TAG Heuer is the first watchmaker ever to master the production of luxurious chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second.

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