The second Italian boutique of TAG Heuer opens in the heart of Roman luxury shopping, in via dei Condotti. After opening in Venice in 2012, TAG Heuer strengthens its presence in the Italian cities of greatest international appeal.

Rome, yesterday 14 September 2022, the Swiss watchmaking Maison TAG Heuer officially inaugurates its second Italian boutique, in the heart of the capital's luxury shopping district: via dei Condotti, 33. Opened in July and located in the district chosen by the largest Maison as a strategic location for their flagship stores, the new Roman TAG Heuer has already welcomed a large flow of visitors and tourists from all over the world during the summer.

The Rome Condotti boutique is the second Italian boutique of the watchmaking Maison, after the one located in Venice in Salizada San Moisé 1298, near the magnificent Piazza San Marco and confirms the brand's ambition to strengthen its presence in the main Italian destinations frequented by both local luxury customers and tourists alike.

"This new flagship will strengthen our presence in Italy, adding to the existing one in Venice and the future one in Milan, which we plan to open in 2023. Rome is a very dynamic square for the Maison: it enjoys an excellent local clientele, but also of many foreign visitors who we can't wait to welcome into our new exhibition concept, to offer an evocative journey into the TAG Heuer universe " stated the TAG Heuer CEO Frédérique Arnault, present at the long-awaited opening of the boutique.

Rome, the Eternal City, is a luxury shopping destination that gathers an active tourist flow all year round, thanks to its welcoming climate, the uniqueness of its historical points of interest and its artistic, glamorous and sporting events, such as the championship Formula E which stops off at the EUR in April, the International Tennis Championships in May at the Foro Italico, the Film Festival in November and the next Golf Ryder Cup in September 2023. As soon as you enter the 24 square meter boutique located at number 33 of the prestigious Via dei Condotti, visitors are immersed in the universe of TAG Heuer's motorsport references and in its 162-year history of evolution of timekeeping, innovation and cutting-edge timepieces: starting from the first stopwatches dating back to 1887, up to the Mikrograph , which in 1916 was the first watch to mark 1/100 of a second with absolute precision. As well as the creation of the then CEO Jack Heuer, who in the sixties, deeply fascinated by the legendary Carrera Panamericana Mexico, imagined the first wrist chronograph for pilots, TAG Heuer Carrera, a model that is particularly enhanced by the display elements of the boutique Roman.

The car race also inspired Porsche for its namesake series of Carrera sports cars, paving the way for a predestined partnership, announced in 2021 and now translated into the famous watches born from the collaboration of the two Maisons: TAG Heuer Carrera Porsche and TAG Heuer Connected Caliber. F4 - Porsche Edition, all available at the Rome boutique. Among the most sought-after references, available exclusively at TAG Heuer boutiques in Italy, the new TAG Heuer Monaco Gulf Edition watch, presented in April at the Watches & Wonders fair in Geneva, and the surprising new TAG Heuer Monaco Purple Dial. The windows of the boutique are instead a tribute to the TAG Heuer Carrera Caliber 5, a watch chosen by the talented ambassador of the Maison Ryan Gosling for his interpretation of the agent Sierra Six, in the new Netflix film The Gray Man, released in July. The watch worn by the Hollywood star is available at the Rome boutique both with a steel strap and in the version with an alligator strap.