July 14, 2021 was an important day for both TAG Heuer and the recovering spirit of in-person luxury retail in the wake of the ongoing global COVID-19 pandemic. The brand’s gala opening of its exclusive boutique in the South Coast Plaza mall in Costa Mesa, California was a vibrant kickoff for its revised boutique concept, as well as the only current dedicated TAG Heuer boutique on the West Coast. The new space draws liberally from its Southern California surroundings, with a strong emphasis on the recently refreshed Aquaracer line, surfing images on the walls, and a new hand-painted custom surfboard painted by California artist Drew Brophy during the event joining the trademark TAG Heuer motifs of classic Calibre 11 images and Gulf Racing memorabilia.

Among the guests enjoying hors d’oeuvres and champagne at the opening were a wide array of TAG Heuer executives and brand ambassadors, including brand CEO Frédéric Arnault, President of TAG Heuer North America Benjamin Beaufils, and TAG Heuer global brand ambassador and professional surfer Kai Lenny. The aBlogtoWatch community also had a strong showing at the event, with a large group of dedicated readers joining both aBlogtoWatch News Editor Sean Lorentzen and aBlogtoWatch founder Ariel Adams in the wake of a dedicated sponsored post campaign. The vibrant atmosphere and multiple watch sales during the event were a buoyant signal of potential things to come as in-person watch events begin to re-emerge, and if the success of this event is any indicator TAG Heuer’s latest boutique should prove to be a solid asset for the brand. To learn more about TAG Heuer, please visit the brand’s website.