Swiss watchmaker TAG Heuer has opened its highly anticipated Chadstone Boutique within the luxury retail precinct at the iconic Chadstone Shopping Centre with a VIP boxing class hosted by friend of the brand, professional boxer & model, Lauryn Eagle.
In true TAG Heuer “Don’t Crack Under Pressure” spirit, Lauryn lead an intimate boxing class for 25 of Melbourne’s elite fitness and lifestyle personalities in front of the new boutique. The boxing class was also a nod to the new campaign for TAG Heuer’s latest female ambassador, Bella Hadid which sees the model posing in her TAG Heuer branded Everlast boxing gloves.
Guests included Demon’s women’s AFL player, Mel Hickey, and fitness influencers, Sarah Czarnuch, Tully Smyth and Anna McEvoy, who sweated it out in the early morning boxing session. Following the class, guests gathered in the new boutique to enjoy a delicious, light breakfast by The Big Group’s, Capital Kitchen and cold pressed TAG Heuer branded juices by Greene Street.
Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avantgarde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.
The TAG Heuer boutique at Chadstone is located on the Ground Floor, 1341 Dandenong Road, Chadstone VIC
See all the pics from the launch event below.
Images by Lucas Dawson
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