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The Watches of Switzerland Group, the UK’s leading luxury watch specialist, is delighted to announce the opening of the first TAG Heuer boutique in Sweden, a in the Mall of Scandinavia, Stockholm.

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The Watches of Switzerland Group continues to strengthen the relationship with the second mono-brand boutique opening in Europe with TAG Heuer this year, the Groups’ 22nd TAG Heuer mono-brand boutique in their portfolio. The Westfield Mall of Scandinavia is in Solna in Stockholm, Sweden and is the fourth largest mail in the Nordic countries with over 168 stores.

The TAG Heuer boutique is situated on the first floor. Upon entering the open plan boutique, visitors will find a contemporary boutique with an interior that reflects the DNA of the brand highlighting TAG Heuer’s motoring heritage with tones of grey and sleek mirrored units.

Whether clients are new to the brand or avid fans, there is a timepiece for everyone and no better environment to fully immerse yourself in the rich heritage of the brand, which is renowned for pushing boundaries and breaking rules to create daring watches and chronographs.

Clients will be able to discover a vast range of timepieces from the iconic Carrera including the Watches of Switzerland Group exclusive limited edition, the latest launches from the Aquaracer Professional 200 Solargraph (a watch for endless adventures and exploration) to the colorful array of chronographs in the Formula 1 collection and Connected timepieces for the tech enthusiasts.

Our boutique experts have all the knowledge on hand to ensure that they themselves can also embody TAG Heuer’s driving ethos and offer clients the most informed advice on the finest selection of men’s and women’s Swiss timepieces.

"We are extremely proud to be opening our third TAG Heuer monobrand boutique in Europe and our first in the Mall of Scandinavia with the brand. We look forward to welcoming clients into the innovative world of TAG Heuer, to explore the full expanse of the iconic collections at our new boutique. The brand partnership between Watches of Switzerland Group and TAG Heuer spans over 40 years with boutiques in the UK, US, and expansion this year in Europe. It continues to enhance the relationship between the businesses and our offering to TAG Heuer enthusiasts."

Craig Bolton, President UK and Europe, at the Watches of Switzerland Group