Home » TAG Heuer Opens New Monaco Boutique with Star-Studded Celebration During Historic Grand Prix

TAG Heuer Opens New Monaco Boutique with Star-Studded Celebration During Historic Grand Prix


TAG Heuer Opens New Monaco Boutique with Star-Studded Celebration During Historic Grand Prix

Photo by: TAG Heuer (Patrick Dempsey and Julien Tornare)

Monaco, May 11, 2024: Move over, royal family! TAG Heuer is the new reigning monarch of Monaco—at least for one night. To mark the grand opening of its sparkling new boutique on Place du Casino, the Swiss luxury watchmaker threw a party that would make even James Bond envious. Hosting the bash was none other than the dashing Patrick Dempsey, who traded his scrubs for a suit to celebrate the occasion during the prestigious Historic Monaco Grand Prix.

The evening began with a cocktail party hosted by TAG Heuer’s CEO, Julien Tornare, who welcomed a glittering array of friends and family to the new boutique. Picture it: champagne flutes clinking, stylish conversations buzzing, and the unmistakable hum of high-octane engines from the nearby circuit. If ever there was a perfect intersection of luxury and adrenaline, this was it.

TAG Heuer Opens New Monaco Boutique with Star-Studded Celebration During Historic Grand Prix

Photo by: TAG Heuer (Patrick Dempsey and Julien Tornare)

The Historic Monaco Grand Prix, in its 14th edition, was the backdrop for this celebration. This isn’t your run-of-the-mill car race; it’s where vintage car enthusiasts gather to bask in the glory of classic Grand Prix racing. The atmosphere was electric, not just from the cars, but from the palpable excitement of the guests. The opening of the boutique in such a prime location underscored TAG Heuer’s century-old love affair with motorsport, which started revving its engines back in 1911.

Notable attendees included Hollywood heartthrob and TAG Heuer ambassador Patrick Dempsey, who looked every bit the suave racing enthusiast. Joining him was Bianca Senna, niece of the legendary Brazilian driver Ayrton Senna. Their presence added a touch of Hollywood glamour and racing legacy to an already star-studded night.

The highlight of the evening was the unveiling of the limited-edition TAG Heuer Monaco Chronograph. This isn’t just a watch; it’s a wrist-bound homage to Monaco, featuring a skeleton dial and a color scheme inspired by the principality’s flag. Limited to just 50 pieces, each watch is engraved with “ÉDITION LIMITÉE XXX / 50” and proudly flaunts a red ’24’ inscription, marking the year of its launch. It’s like having a tiny piece of Monaco’s racing soul strapped to your wrist—who wouldn’t want that?

                  

As the night wound down, it was clear that TAG Heuer had pulled off more than just a boutique opening. They had created an unforgettable event that blended history, luxury, and a dash of Hollywood charm. So here’s to TAG Heuer: may their new Monaco boutique tick along as perfectly as their watches—and may they continue to throw parties that make the rest of us green with envy. Cheers!

Shop our favorite products

Subjects in this article: