Swiss luxury watch brand TAG Heuer marks a milestone in India with the launch of its latest standalone boutique, opened in partnership with Kapoor Watch Company. Spanning 517 sq ft, the store is located on the ground floor, DLF Mall of India, NOIDA—it is currently the only boutique of the brand in the country.
Inaugurated by Guillaume Boilot, Managing Director, TAG Heuer (MEIAT); Alban Lecellier, Wholesale Director, TAG Heuer (MEIAT); Sandeep Kapoor, Pratiek Kapoor, and Raunaq Kapoor of Kapoor Watch Company; Pushpa Bector, Senior ED & Business Head, DLF Retail; and Ashok Goel, Managing Director, Luxury Time Ltd, Distributor, TAG Heuer, it is designed to offer an immersive retail experience to watch lovers.
Enthusiasts will find timepieces from the brand’s iconic collections like Monaco, Carrera, Aquaracer, Formula1, and more at dedicated windows. The boutique will also showcase the latest launches, including the ones from this year’s LVMH Watch Week, like the Carrera Chronograph Seafarer and the TAG Heuer Carrera Chronograph 41mm Glassbox models.
Also read: TAG Heuer brings back the Seafarer
"Our long-standing partnership with TAG Heuer has been built on a shared commitment to bringing world-class watchmaking to discerning consumers in India. We are proud to further strengthen this association by launching TAG Heuer’s first franchise boutique in India in partnership with the brand. As India’s luxury watch market continues to evolve, we look forward to building on this partnership and expanding our presence across key markets in the years ahead", says Pratiek Kapoor, Director, Kapoor Watch Company.
WatchTime India caught up with Guillaume Boilot, to learn more about TAG Heuer and the Indian market.
WatchTime India: How does this boutique communicate the brand’s ethos?
Guillaume Boilot: This boutique truly reflects who we are as a brand. It’s built on emotion, experience, and strong partnerships. We’ve worked closely with our long-term partner Kapoor Watch Company, and that relationship has been key to making this happen. The store design, developed by our Swiss team, really stands out and allows us to welcome clients into our world.
WTI: What made Kapoor Watch Company the right partner for this boutique? And how does this collaboration strengthen the brand’s retail presence in India?
GB: It’s about trust and long-standing relationships. We have a very strong level of confidence in each other. They are one of the most important partners in Delhi’s watch market. We also share the same values and vision for the future, which makes the collaboration natural and effective.
WTI: There have been standalone TAG Heuer boutiques in the past, but this one is positioned as the first in the country. Could you elaborate on that strategy?
GB: When we say ‘first,’ we mean the first boutique of a new era. The brand has evolved significantly in recent years in its pricing, product quality, complications, or store design. This boutique reflects our ‘We Are Back’ strategy in India, with a more modern identity and communication approach.
WTI: What excites you about the launch of this new boutique in India?
GB: It’s about seeing the energy and enthusiasm at the boutique launch just now that made me confident about the brand’s potential in India.
WTI: As a managing director of TAG Heuer across the Middle East, India, Africa, and Turkey region, how do you view India’s evolving role in the global luxury watch market?
GB: India has immense growth potential over the next five years. The brand already has strong recognition here—we just need to refresh and reconnect with the market. Interestingly, Indians are among the top nationalities purchasing in places like Dubai. Now it’s time to serve them more directly in India.
WTI: TAG Heuer has a strong connection with younger audiences—how are you strengthening that engagement globally as well as in India?
GB: Innovation is at the heart of TAG Heuer. The name itself stands for ‘Techniques d’Avant-Garde’. From innovations like the carbon hairspring to solar-powered watches in the Formula 1 collection, we aim to offer something truly unique. We also focus on in-house manufacturing, which allows us to control quality and innovation across the entire process.
WTI: What differentiates TAG Heuer in an increasingly competitive market?
GB: It comes down to innovation, manufacturing expertise, and our racing heritage. We are one of the few brands that truly combine all three. Our watches are designed for performance and everyday wear so that you can swim, run, or live your daily life with them without compromise.
WTI: Any message would you like to share with TAG Heuer collectors and enthusiasts in India?
GB: India is an incredible country with a bright future. It has a young population, strong technological growth, and immense potential. I visit frequently and continue to discover something new every time. With this new boutique, we aim to spend more time connecting directly with customers and sharing our passion.
Images: Courtesy brand and Watchtime India
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