Watches

TAG Heuer Opens Its Largest Standalone Boutique at Sea

WatchesApr 18, 2024

TAG Heuer Opens Its Largest Standalone Boutique at Sea

The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.

Interior of TAG Heuer Boutique on Carnival Cruise Ship
Partnering with Starboard, TAG Heuer developed a sleek, modern interior with imagery that pays homage to the brand’s motorsport heritage.
Miami—TAG Heuer has partnered with Starboard, the world’s largest retail curator at sea, to debut the watch company’s largest standalone boutique at sea.

The 553-square-foot store sails on Carnival Cruise Line’s Jubilee ship.

“We are honored TAG Heuer chose our flagship Carnival Jubilee for this special retail experience,” said Luis Terife, vice president of onboard guest commerce at Carnival Cruise Line.

“The success to date reinforces the incredible opportunity we see in expanding our Swiss offerings on Carnival ships for our luxury guests.”

The boutique was developed by the watchmaker’s in-house design and architecture team in Switzerland. It features sleek, modern interiors and imagery that pays homage to the brand’s motorsport heritage.

The launch of this at-sea location is a significant milestone and accomplishment that signifies a pivotal moment for Swiss timepieces in cruise retail, said the company.

“With the opening of our largest boutique at sea, we are reinforcing our longstanding partnership with Starboard and strong commitment to TAG Heuer’s travel retail offering,” said Franck Suznjevic, executive president LATAM and Caribbean at TAG Heuer.

“There is huge momentum with TAG Heuer clientele in cruise retail, and together with Starboard, we remain committed to delivering precision, performance, and savoir-faire for new and existing customers at sea.”

To celebrate the opening, TAG Heuer will carry watches that highlight the brand’s expertise and pioneering spirit, said the company.

The “Carrera Skipper” will be available at this location as a tribute to the brand’s return to its sailing heritage. The stylish and practical watch was updated from its original design, created in 1968, after Jack Heuer’s involvement in America’s Cup, a historic yacht race.

TAG Heuer Carrera Skipper watch
TAG Heuer’s “Carrera Skipper” watch with a caliber TH20-06 movement


The at-sea location will also sell the “Monaco Skeleton” watch model, the “Carrera Chronosprint x Porsche” collaboration, and the “Aquaracer Solargraph” collection. 

 Related stories will be right here … 

TAG Heuer and Starboard have been in a partnership for over two decades, with this boutique being their latest venture.

“We are really excited to celebrate our longtime partnership with TAG Heuer and introduce guests to [its] renowned Swiss watchmaking expertise, precision, and cutting-edge technology,” said Lisa Bauer, president and CEO of Starboard.

“Through unique experiences and activations, we nurture guests on their shopping journey at sea, connecting them with the perfect vacation memento to take back home.”

The companies have continued to collaborate by hosting an immersive training experience in Cozumel, Mexico, to ensure that customers aboard the Carnival Jubilee receive exceptional service and expertise from Starboard’s watch specialists when exploring the timepieces.

On this trip, TAG Heuer’s Swiss specialists provided Starboard’s specialists with invaluable product knowledge and sales tips, said the company.

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