The original platform operational since 2013 reached the United States, UK, Switzerland, Australia, Japan. TAG Heuer is now developing its immersive online presence to four other European countries: Italy, France, Germany and Spain. An online sales strategy that foresees further expansion in the near future.

One of the pioneers of E-Commerce in the luxury watch segment, TAG Heuer has been investing in this vision since 2013, when it launched its first online sales platform operating in the United States and the UK.

Last February it completely redesigned its E-Commerce site, creating an immersive, interactive and engaging digital experience, which allows you to explore the TAG Heuer brand, savoir faire and products to enrich the user experience.


“E-Commerce has been a cornerstone of TAG Heuer's cutting-edge digitization strategy since 2013 and we are thrilled to be able to offer our first-class digital shopping experience to even more strategic markets. Despite the stress experienced by the retail segment, the last few months have visibly accelerated the existing trends in terms of online luxury product sales, driven by an intense increase in purchasing trends by digital natives. We are highly focused on the customer experience, so we offer a number of exclusive services on our site. We have seen strong growth in e-commerce revenue, with a 300% increase this year and up to fourfold year-over-year specifically during the lockdown period. We continue to have an ambitious plan ahead of us, but it's great to see such a strong response from our customers to our online initiatives and a new connection with our brand, through new avenues " Frédéric Arnault, CEO of TAG Heuer.

Among the recent online sales successes for TAG Heuer, the special edition made in collaboration with the Japanese designer Hiroshi Fujiwara sold out in two weeks, while the third generation of the brand's connected watch, launched in March, represents 40% of E-Commerce sales. Some Haute Horlogerie pieces such as the TAG Heuer Carrera Heuer 02 Tourbillon have also been sold online.

In addition to providing authentic and certified products, the virtual shopping experience offers complete visibility of TAG Heuer production, 24 hours a day, plus the possibility of privileged access to the pre-order of limited editions and new launches. Orders placed online or by phone include free shipping and returns.