TAG Heuer has been making a horological statement since 1860. The Swiss watch company, started by Edouard Heuer, is a pillar of class, elegance and incomparable taste in the world of luxury watches, and has truly stood the test of time. For all of these reasons and more, TAG Heuer’s stunning event, which celebrated the opening of their flagship New York City store continued to exemplify the brands elegant and quality nature. Hosted this past Tuesday at the Museum of Modern Art, next to their store’s new address at 701 5th Avenue (between 54th and 55th Streets), TAG Heuer celebrated this monumental achievement in true style. Stylish canapés, including miniature soups, beef Carpaccio, and macaroons were served by gorgeous hostesses, while dapper men passed out champagne and sugar concoctions. A collection of both male and female contortionists wrapped themselves gracefully around metal sculptures, reminiscent of the geometric pieces of a clock.
The company’s history is as impressive as their party-planning skills. The company’s groundbreaking and innovative spirit has been exemplified and recognized in its design and elite partnerships. Having developed watches with accuracies to the 1/10,000th of a second, TAG Heuer has been the official partnering time-keeper for everything from the American World Cup to the Monaco Grand Prix. TAG Heuer’s partners with world icons including Cameron Diaz, Leonardo Dicaprio, and Maria Sharpova to fully cement and epitomize their reputation of the highest standard of Swiss watch-making, which, by the way has earned them membership to the Foundation de la Haute Horlogerie.
The highlight of the opening party was the attendance of modern fashion icon and TAG Heuer global ambassador Cameron Diaz. Introduced by the company’s CEO Stephane Linder, Diaz glowed in her favorite TAG watch, a rose-gold Link Lady Full Diamond Bezel. This partnership is based on the unmatched style and quality of the watches, but also a sustainable and responsible relationship between Diaz and TAG Heuer which commits to donating 10% of the proceeds from Diaz’s favorite watch to UN Women. UN Women is an international organization committed to promoting women’s rights and opportunity on a global scale.
It was obvious that the packed venue was a successful statement to New York’s excitement of the opening of TAG Heuer on 5th Avenue. It is only fitting that the world’s most elite watch-makers own a slice of the world’s most elite shopping street. Stop into the new Tag Heuer store and invest in a beautiful and practical piece of legendary luxury.