TAG Heuer, the renowned Swiss luxury watchmaker, together with its partner Schaap en Citroen Juweliers, proudly inaugurates the first TAG Heuer boutique in Amsterdam.

This opening marks a significant milestone for the brand and demonstrates its dedication to expanding its retail presence worldwide. By strategically situating the boutique in the heart of Amsterdam, TAG Heuer aims to captivate both local and international clientele, offering them with a unique opportunity to discover the brand’s rich heritage and groundbreaking timepieces.

“TAG Heuer solidifies the brand positioning in Central Europe and is proud to announce the opening of its first boutique in The Netherlands – a new landmark in the famed luxury shopping destination of Amsterdam.We are excited about this unique opportunity to join forces with Schaap en Citroen Juweliers for a partnership which underscores our dedication to the Dutch market. It is very important for us to establish ourselves in the city center of Amsterdam, and emphasizing our commitment to serving our discerning clientele and delivering the most exceptional retail experience across every facet of the client journey,” said Davide Lunghi, the general manager TAG Heuer Central Europe.

Mark van Nieuwkerk, CEO Schaap en Citroen Juweliers: “We are proud to collaborate with TAG Heuer for a new boutique in the P.C. Hooftstraat. TAG Heuer is a qualitative addition to this luxury shopping street in Amsterdam. The brand is contemporary and innovative and therefore rising in popularity. We have been able to translate these brand characteristics into a boutique experience and are proud of the result.”

Located on the luxurious shopping stretch of PC Hoofstraat, the 86-square-meter space houses a two-level store that showcases the latest TAG Heuer watches along with an extensive range of the most iconic timepieces.

The boutique features TAG Heuer’s latest retail concept – developed by its in-house design and architectural team in Switzerland – clean lines, premium materials, and a curated color palette of deep blues that harmonize with TAG Heuer’s watch collections. The stylish interior exudes sophistication and elegance, seamlessly blending sleek modernity with elements that pay homage to the watchmaker’s rich heritage and motorsports history.

TAG Heuer’s commitment to personalization and custom-centric experiences is reflected in the boutique’s dedicated VIP Lounge, designed for private consultations. Here, clients can engage with passionate sales associates for a tailored shopping experience. Upon entering, the boutique’s tall windows, emphasize a modern and dynamic ambiance.