TAG Heuer targets high spenders via Harrods window takeover

By

Nigel TAYLOR

Published
Oct 17, 2022

Luxury watch brand TAG Heuer has unveiled exhibition windows and pop-up at London’s high-end department store Harrods. The presentations and additional temporary space celebrate a 20-year-plus association with the Knightsbridge retailer. 

The additional features follow the opening of its new boutique in the heart of the Harrods Fine Watches room in February, and the new exhibition showcases the Carrera Chronograph collection across five windows, looking onto the Brompton Road, until 30 October.

The window display features blue illuminated TAG Heuer shields framing watches from the brand’s signature collection. The highlight will be the latest launch that reflects its strong automotive heritage, the TAG Heuer Carrera x Porsche RS2.7. 

Inspired by the one of Porsche’s most iconic models and the first 911 to bear the Carrera name – the 911 Carrera RS 2.7 – the two limited edition timepieces in ‘Guards Red’ and ‘Glazier Blue’ take centre stage on Brompton Road. 

To accompany the exhibition windows, there are three graphic light boxes featuring the vibrant new co-branded campaign based on the Porsche design. 

In addition to the exhibition windows, the TAG Heuer ground floor pop-up allows visitors to explore the watches displayed in the shield showcases, and to follow a screen-panelled archway playing TAG Heuer campaign videos to the final window that hosts a video panel wall.