La Chaux-de-Fonds, 20 December 2016 – TAG Heuer is embracing the codes of modernity. Have you heard of home staging? It is a smart and effective way of giving an interior a new lease of life in record time.

TAG Heuer has adopted this ultra on-trend concept to give its boutiques a facelift without interrupting sales. No fewer than 40 boutiques across the world have rolled out the new internally-created design elements, from Omotesando avenue in Tokyo to the Champs- Elysées in Paris and Wisma Atria in Singapore.

The new decoration, based on the triangle of the TAG Heuer shield, has been applied from the façade to the store windows and inside displays, in shades of pale and dark grey and in smooth and perforated materials. These overlapping layers are a reference to the watch mechanism. The touches of red evoke the brand’s attachment to the world of motor racing. Forty boutiques have already been renovated by the teams. The remaining boutiques in the TAG Heuer network will be gradually updated throughout 2017.

To bring its network of boutiques to life, TAG Heuer has teamed up with “Soundtrack Your Brand”, a Spotify-backed music streaming service for businesses. Two playlists reflect the brand’s identity of luxury which defies convention. The first features titles that millennials will love, while the second brings together key tracks from TAG Heuer’s ambassadors: David Guetta, Martin Garrix, OneRepublic, etc. These playlists can be shared on social media. Followers of Spotify (Facebook, Twitter, etc.) also have the option of receiving a notification from TAG Heuer whenever the playlists are updated.

Magnus Rydén, Head of Content at “Soundtrack your Brand” stated: “We’ve created a soundtrack for TAG Heuer that we think is perfectly aligned with its brand. TAG Heuer is modern and international, its watches are disruptive yet accessible. We’ve crafted a soundtrack for TAG Heuer that’s grounded in the global EDM-scene and takes its inspiration from David Guetta, Nervo and Martin Garrix. But instead of the bombastic arena anthems, we have emphasised more discreet and delicate songs.”