Superstar model and brand Ambassador Bella Hadid joined Shido Nakamura, one of the country’s most popular Kabuki actors, to officially launch TAG Heuer ‘s new boutique concept in the Ginza district of the Japanese capital, Tokyo.
Bella was taken through the boutique’s digital façade and the displays to the decoration itself– a revolutionary concept and a first in the world in watchmaking which offer the customer full immersion in the brand universe thanks to the omni-channel boutique purchasing experience. With just a few clicks on the iPad built into the display, the customer can select his or her favourite models, browsing by either the brand’s themes or product collection. Thanks to an ingenious system which synchronises the iPad and the iTAG, the watches, on a pivoting support, appear instantly lit up on the display, allowing them to be easily accessed and appreciated.
The supermodel took part in a traditional Japanese tea ceremony appreciating the ritual and the unique expertise offered by the tea house set within the beautiful gardens of HappÅ -en. “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!” said Bella. “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!
Dwelling on the new concept Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, said: ” 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.”
Yasuomi Kawamura, CEO of TAG Heuer Japan, added: “We are honoured to have TAG Heuer Ambassador Bella Hadid here to open this new flagship boutique in Japan. She is a true fashion icon and her work on social media makes her an inspiration to the youth of today. She perfectly embodies our young, tech-savvy customer base, which this new boutique concept is designed to attract.”