Inside Canada’s First Standalone TAG Heuer Boutique

Last week, watch enthusiasts gathered to celebrate a first: TAG Heuer’s new boutique at Yorkdale mall. It was a destination event for fans, who were treated to an up close look at the rare Carrera Heuer 02T Tourbillon Nanograph, champagne, canapes, and photo opportunities with a real-life IndyCar. The evening was an excellent indication of how important Canada is for the brand as well. It’s their first ever Canadian store and it was also a bit of a debut for TAG Heuer’s brand new President of North America, Benjamin Beaufils.

 We talked to Beaufils about the new space at Toronto’s Yorkdale Mall and the manufacture’s plans for Northern expansion.

Why is the Canadian market important to TAG Heuer right now?

Canada has always been an important market to us. We’ve even had a very successful watch called “Montreal” which Heuer launched in multiple versions, the first one released for the Montreal Olympic games in 1972 as a tribute to the 1976 summer Olympic games. Additionally, the legendary Canadian racing driver Gilles Villeneuve would wear a Heuer watch on and off the track. Staying connected to our Canadian customer remains a priority, which is why we’ve tapped young Canadian tennis stars Denis Shapovalov (age 20) and Felix Auger-Aliassime (age 19) to represent the spirit of our brand and bring our timepieces to life in an exciting way that’s unique to this market. 

Why is having standalone boutiques important to TAG Heuer?

Success in retail is not just about selling product — it’s about delivering exceptional customer service and creating a unique experience that only TAG Heuer boutiques can provide. Shopping in TAG Heuer’s curated environment allows our consumers to truly immerse themselves into our world, understanding TAG Heuer’s brand heritage and modern-day DNA through our in-store hospitality and brand education.

When it comes to Canada, watch companies tend to focus on Montreal or Vancouver first. Why choose Toronto for the first Canadian standalone boutique?

We have had an after sales department in Toronto, so opening a boutique was the natural next step. Toronto is a thriving, cosmopolitan city with great energy, so we are thrilled to establish our first official retail footprint in this incredible city.

Photography: George Pimentel