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Jean-Christophe Babin, President & CEO of TAG Heuer, Jean-Frederic Dufour, President & CEO of Zenith, Maja Neuenschwander, Bücherer Handels AG Manager and Peter Eberli, store Manager cut the ribbon to celebrate the opening of their new boutique in Lucerne.


The new TAG Heuer store in Lucerne showcases the brand’s diversity while underlining its unique character thanks to the use of prestigious and innovative high-end materials such as ceramic, wood, brushed steel and aluminum bronze.


Switzerland opened its first 900 sq ft TAG Heuer store in Lucerne at the end of April 2012, in association with Bucherer Handels AG, followed in May by a modular pop-up store of 215 to 645 sq ft at Zurich airport with Türler. Finally Geneva will see the opening of a 680 sq ft TAG Heuer store towards the end of the year. "With 145 stores appearing in hotspots like Tokyo’s Ginza, Hong Kong’s Times Square, Westfield in London, Tverskaya in Moscow, Ion or Wisma in Singapore and the Dubai Mall, TAG Heuer has gained visibility in the world’s largest cities. Now Lucerne is also on the map!" said Jean-Christophe Babin. Ivo Scala, Bücherer Handels Director, welcomed TAG Heuer in the most visited Swiss city.
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