PARIS — Betting on the potential of the U.S. market, Tag Heuer has forged plans with Watches of Switzerland to expand the store network of the LVMH Moêt Hennessy Louis Vuitton-owned label in the country.
Three new stores will open by the end of the year, in the upscale Pennsylvania mall King of Prussia, Roosevelt Field mall in New York and Palm Beach Gardens in Florida, with more planned next year, including a California location.
Watches of Switzerland, which operates 11 Tag Heuer stores in the U.K., was a natural partner for the U.S. expansion, explained Benjamin Beaufils, president of Tag Heuer North America, over a Zoom call.
Watches of Switzerland is a relative newcomer to the U.S. market, with its purchase of watches and jewelry retailer Mayors in 2017. The company has worked to refurbish the retail network, bulk up its digital firepower and add new stores in Hudson Yards and SoHo in New York City.
“This goes with our own vision of how we want to do things in the U.S. — we are trying to streamline our distribution to elevate the brand experience,” Beaufils said. The label has reduced distribution channels in the country by around