The brand’s first concept shop focusing on the TAG Heuer “Monaco” collection opens on the 5th floor of the Isetan Shinjuku store | FASHION | FASHION HEADLINE

Swiss luxury watch brand TAG Heuer is the brand’s first “TAG” focused on the world’s first square waterproof watch “Monaco” collection at the Isetan Shinjuku store from July 6th to December 31st, 2022.・ The Heuer Monaco Concept Studio will be opened.

※The photograph is an image.
Specially for this pop-up store, the store will showcase Monaco’s museum pieces and heritage models from the TAG Heuer 360 Museum in La Chaux-de-Fonds, Switzerland, and almost all that are currently available for purchase in Japan. We have a collection of Monaco. In addition, you can purchase limited models, new Japanese limited tourbillons, and auto ollogerie. Some rare timepieces, along with museum pieces, are replaced approximately every two months, and this information will be posted on the TAG Heuer LINE official account at any time.

Since its launch in 1969, the TAG Heuer Monaco Chronograph has challenged every aspect of watchmaking with its bold innovations. Monaco was one of the first self-winding chronographs in the days when there were only hand-wound chronographs. Instead of using traditional black and white dials, Monaco has a bright blue register and red accents to enhance its vibrancy. However, the most novel at that time was the form of Monaco. Overturning the tradition that almost all chronographs were round, Monaco was the first model to be square and even housed in a waterproof case. The name “Monaco” itself captures the duality of the watch. In contrast to the dangerous atmosphere of the legendary F1 race, it reflects the unparalleled luxury of the Principality of Monaco.

The TAG Heuer Monaco Concept Studio has a rich lineup of Monaco collections, as well as new products such as high complications such as the Tourbillon, the latest collaboration models with Carrera and Porsche, aqua racers, and connected watches. You can buy it. In addition, we will develop a special promotion to celebrate the opening of the pop-up store. Please enjoy the world view of TAG Heuer Monaco.

■ Opening promotion

Carrera Plasma Preview Experience
Period: July 21st (Thursday) -26th (Tuesday), 2022
During the period, you will be able to see and experience the TAG Heuer Carrera Plasma Tourbillon Nanograph, which was announced at Watch & Wonder Geneva 2022 and uses TAG Heuer’s first lab-grown diamonds. This is a special opportunity to see this rare piece of Diamand Avant-Garde technology, which is currently only one piece in the world, so please stop by. Please note that the Carrera Plasma Preview Experience is only available for reservations during the period. To make a reservation, please call (Wednesday, July 6th, 03-3352-1111 (main representative) to the 5th floor watch section promotion space or email

High complication model purchase promotion
Period: From Wednesday, July 6, 2022
Customers who purchase a tourbillon or a campaign-eligible timepiece will receive an original Watch Winder or an original collector’s box.
* Please note that the number is limited.

LINE campaign
Period: July 6th (Wednesday) -September 30th (Friday), 2022
During the period, TAG Heuer LINE official accounts will be used to promote coupons exclusively for friends. If you answer the questionnaire, you will receive a TAG Heuer original gift that you can receive at the target stores.
You can also access it from the posters installed inside and outside the building and from the official SNS.
* Please note that the number of gifts is limited.

Date: July 6th (Wednesday) -December 31st (Saturday), 2022
Address: 3-14-1 Shinjuku, Shinjuku-ku, Tokyo
Isetan Shinjuku Main Building 5F Watch Sales Promotion Space
TEL: 03-3352-1111 (Representative)
Business hours: 10: 00-20: 00 (similar to Isetan Shinjuku store)

About TAG Heuer
Founded in 1860, TAG Heuer includes a vibrating pinion for mechanical stopwatches in 1887, a micrograph in 1916, the first self-winding chronograph movement in 1969, a caliber 11, and the first luxury smartwatch in 2015. Innovative technology demonstrates the spirit of pure avant-garde watchmaking and commitment to innovation. Today, the brand’s core collection includes three iconic series designed by Jack Heuer, TAG Heuer Carrera, Monaco and Otavia, as well as the more modern TAG Heuer Link, Aqua Racer, Formula 1, and TAG Heuer Connected. It consists of.

Introducing prominent partnerships and brand ambassadors that embody TAG Heuer’s motto, “Don’t lose pressure,” and express the brand’s passion for action and high performance.

Contact information
LVMH Watch Jewelery Japan TAG Heuer
TEL: 03-5635-7054
Twitter: @TAGHeuerJapan, Facebook: @TAGHeuer, LINE: @tagheuer

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