TAG Heuer and IWC new showcases

To open their new boutiques, TAG Heuer and IWC Schaffhausen respectively chose Monaco and Paris. A strategic location for each of them, providing a distinguished case dedicated to their watchmaking collections.

By Chloé Redler

TAG HEUER, at the heart of Monaco’s palaces

The TAG Heuer Monaco Boutique – Place du Casino 98 000 Monaco

TAG Heuer revealed its new boutique during the 14th edition of the Monaco Historic Grand Prix held from 10 to 12 May 2024. Located in the strategic Place Casino in Monaco, the boutique blends in the privileged and luxurious environment of the city’s heart, place of many iconic car races.

The new TAG Heuer boutique in Monaco. A luxurious case for the Maison’s collections.

To manage the 20 square meter boutique, the watchmaking Maison partnered with the Aubéri Group, leader in watchmaking and jewellery retailing. In the Maison’s image, the decor is directly inspired by the car racing DNA.

A decor definitely inspired by the car racing world

Old racing car models, helmets, cups, fine books and oversized clocks share the spotlight with the iconic brand’s collection such as the famous Carrera, Aquaracer, Formula 1, Autavia, Link or Connected. Obviously, TAG Heuer launched in 1969 is part of the race, the new Chronograph Skeleton of which is dedicated to this opening.

The TAG Heuer Monaco Chronograph Skeleton – €15,100
Only available in the boutique in Monaco

Boutique TAG Heuer Monaco – Place du Casino 98 000 Monaco
Phone Number:
+ 377 97 98 09 24
Open from Monday to Saturday, 10 AM to 7 PM
Open on Sundays from 10 AM to 7 PM during high season


IWC Schaffhausen’s Appartement at the heart of the “Triangle d’Or”

Baptised “L’Appartement IWC”, the manufacture’s new boutique is ideally located on Avenue des Champs-Elysées, at the heart of the famous “Triangle d’Or”.

As part of the customization service, clients can create their own personal Portugieser Chronographe amongst a selection of cases, dial colours and bracelets.

After Zurich, Dubaï, Shanghai, Beverly Hills and Madison Avenue in New York, this sixth flagship of 232 meters square on two levels is a precious case for the Maison collections.  With its Parisian appartement allure and its iconic mouldings and fireplaces, this warm place stays ultra-modern. Right at the entrance, a showcase reveals the brand’s DNA by highlighting the different innovative materials and IWC expertise on the subject and calendars and chronographs. On the second floor, the Engineering Wall sets all eyes on the complications’ mechanics and the movements. 

The second floor showcases sophisticated and developed patented models in cutting-edge materials.

It shares the spotlight with numerous timekeepers of Haute Horlogery. The central showcase houses chronographs with coloured engineering and ceramics.  For the happy owners of a Portugieser Chronograph, a customization service is available to choose the material of the case, the colour of the dial or the bracelet. Rendez-vous to 73, Avenue des Champs-Elysées.

Two lounges equipped with elegant designer furniture invite clients to relax.

L’Appartement IWC – 73 avenue des Champs-Élysées, Paris 8e
Phone Number: +331 87 67 99 65
From Monday to Saturday, 11 AM to 19 PM; Sundays from 12 PM to 19 PM.