The Bluewater Shopping Centre continues to be big draw for luxury watch brands, with Swiss watchmaker TAG Heuer becoming the latest to open a new boutique at the giant Kent mall. 

As TAG’s sixth flagship in the UK, the 120 sq m store also becomes the brand’s second largest in the country, behind the London flagship on Oxford Street, “further underscore[ing] the brand's commitment to delivering exceptional customer experiences nationwide”.

The boutique, located on the mall’s upper floor, “echo[es] the modern spirit of the brand… conceptually developed by TAG Heuer’s in-house design and architectural team in Switzerland.

Its design, which blends natural wood and sleek steel, “reflects the brand's commitment to timeless craftsmanship and avant-garde aesthetics”. 

Signature colour accents of deep blue and racing red pay homage to the brand’s motorsport history and timepieces, including its star Monaco collection. 

A “modern linear theme” runs throughout the space, which features tall contemporary bookcases presenting memorabilia from the brand and a private lounge space separated from the main floor where the brand’s team members "can guide guests through the collections, ensuring a personalised visit”.