Images by George Pimentel

One more chapter in the ongoing emergence of Toronto as an international luxury brands hub was written Thursday night with the opening of TAG Heuer’s first Canadian flagship store in Yorkdale Shopping Centre.

It’s TAG’s ninth retail location in North America, a continuation in the expansion of its international footprint with the opening of mono-brand boutiques in iconic locations.  The luxury watchmaker currently has boutiques in main cities including New York, Dallas, Houston, Miami, Orlando and Las Vegas.

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Guests at Thursday’s opening at Yorkdale Shopping Centre mingled over champagne, hors d’oeuvres and music as they explored TAG Heuer’s latest collections.

The TAG Heuer Toronto boutique features a collection of more than 250 premier brands from around the world, showcasing the brand’s innovative luxury watches. The extensive range of novelties, including the Carrera Heuer 02 Tourbillon, new green-dial TAG Heuer Aquaracer, as well as the iconic Monaco which celebrates its 50th anniversary this year, will be available alongside the brand’s core collection.

Amid the bustle of the opening, we were able to have a few words with TAG Heuer President of North America, Benjamin Beaufils.

Can you give us your thoughts on how sophisticated a luxury watch market Toronto has become, compared to markets like LA, New York, and Miami, over the past few years?

Toronto has a growing population of affluent residents, as well as extraordinary communities of multi-cultural groups that are helping fuel the expansion and desire of luxury brands within the city. For TAG Heuer, we’ve been observing positive, organic growth in the last 35 years across Canada and we wanted to respond to this impressive consumer demand by establishing our very first flagship in the country right in the heart of Toronto.

What is your definition of luxury? What does it mean to you?

Luxury could be an experience or a product – something unique that makes you feel special and evokes a sense of pride.

What can the hardcore watch enthusiast expect when walking into the new Yorkdale store?

The boutique’s interior reflects the spirit and authentic heritage of TAG Heuer, while showcasing the brand’s innovative designs. The new boutique will house the full assortment of TAG Heuer’s core product offering, including limited-edition novelty timepieces from the latest men’s and women’s collections. For the Grand Opening, we had a special IndyCar display outside our storefront to bring our racing codes to life and educate our new customers on that aspect of our heritage, but unfortunately it’s not a permanent installation.


Benjamin Beaufils, President of TAG Heuer North America