Ho Chi Minh City, Vietnam – June 2026 — TAG Heuer accelerates its retail presence in Southeast Asia with the grand opening of its completely reimagined boutique at Saigon Centre. Introducing a bold, next-generation architectural concept, the space captures the high-performance spirit, resilience, and adrenaline of the Swiss luxury watchmaker.
A cutting-edge retail concept merging avant-garde Swiss horology with high-octane racing heritage to debut a refreshed flagship experience.
Positioned on Level 1 of Saigon Centre — the pinnacle of luxury shopping on the iconic Le Loi Boulevard — the boutique serves as an immersive destination where mechanical mastery meets an elevated presentation of the Maison's legendary timepiece collections.
The boutique's commanding new façade instantly captures attention with a monumental, large-format cinematic media wall. Showcasing curated brand films and campaign visuals, the exterior design creates an immediate, magnetic pull. Complementing the entrance, a dynamic thematic showcase wall will evolve fluidly throughout the year, offering a curation of the Maison’s latest mechanical breakthrough launches and historic milestones.
RACING DNA RECONSTRUCTED
Inside, the environment shifts into a sleek, contemporary expression of luxury. The architectural narrative pairs warm, organic wood flooring with technical textured wall panels and refined brushed-metal accents — evoking the sophisticated engineering of modern racing machines. Clean, fluid sightlines guide visitors intuitively through an open-concept layout optimized for discovery.
To streamline the consumer journey, the boutique's layout is calibrated around distinct experiential pillars, grouping the Maison's iconic collections by design philosophy and heritage.
For enthusiasts seeking deeper immersion, a dedicated curation corner acts as an archive of speed. Stocked with motorsport literature, historical imagery, and curated memorabilia, it provides a tactile dive into the high-adrenaline inspirations that birthed Jack Heuer's most iconic mechanical creations.
A CURATED DISCOVERY
To celebrate the grand opening, the Saigon Centre boutique features a select, curated preview of TAG Heuer’s recent novelties alongside the foundational core collections. Watch collectors and connoisseurs are invited to experience firsthand the ultimate expressions of precision timing, mechanical innovation, and uncompromising Swiss mastery.
TAG Heuer
Level 1, Unit L1-19, Saigon Centre
67 Lê Lợi Street, Saigon Ward, HCMC, Vietnam
tagheuer.hcm@indosuisse.com
+84 33 832 99 77
Monday to Thursday
9:30AM – 9:30PM
Friday to Sunday
9:30AM – 10:00PM
About TAG Heuer
Founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, TAG Heuer is a luxury watch brand part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Headquartered in La Chaux-de-Fonds, Switzerland, and operating four high-tech production sites, TAG Heuer commands a global workforce of 1,900 specialists across 139 countries. The Maison’s global retail network includes 260 standalone boutiques and 2,300 elite points of sale worldwide.
For 165 years, TAG Heuer has stood as the vanguard of Swiss watchmaking innovation. From the revolutionary oscillating pinion in 1887 and the ultra-precise 1916 Mikrograph, to the definitive automatic-winding chronograph movement, Calibre 11, in 1969, the brand’s history is defined by breaking barriers in mechanical timekeeping. Driven by its enduring commitment to precision and high performance, TAG Heuer continues to forge elite partnerships and align with world-class ambassadors who embody the brand's pioneering spirit.
Discover more: https://www.tagheuer.com/vn | Connect: @TAGHeuer.
