TAG Heuer to Open Flagship Store in luxury Retail Precinct

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Australia’s leading Swiss watch brand has secured a major anchor tenant position of 160sqm in Melbourne’s newest luxury retail destination, St. Collins Lane.

TAG Heuer’s impressive multi-million dollar Flagship store is set to open early 2016.

TAG Heuer’s General Manager for Australia, Philip Richards, says he is delighted to have secured the coveted Collins St address. “The move to St Collins Lane is an opportunity to build the latest Brand Flagship concept reflecting TAG Heuer’s leading position in the Australian market. We look forward to showcasing the rich heritage and evolution of TAG Heuer’s collection of renowned watches and
chronographs in this fantastic new luxury space,” said Mr Richards.

TAG Heuer’s current address at 330 Collins St was the brand’s first Flagship store to open in Australia in early 2010. This was followed by Westfield Sydney’s landmark Flagship store on high profile Pitt & Market Streets later the same year, and TAG Heuer Brisbane in August last year on the premium corner of Elizabeth and Edward Streets.

“Being Australia’s largest luxury Swiss watch brand, our retail strategy is to open Flagship stores in all our key cities”, says Richards. The new Flagship store at St Collins Lane will feature an impressive double-story façade and be the first Flagship inspired by TAG Heuer’s new campaign and design concept, “Don’t Crack Under Pressure.”

Located at 260 Collins Street, St. Collins Lane is Melbourne’s newest $200M luxury shopping destination, and is attracting the European sophistication of the ‘Paris end of Collins Street’ down the hill, directly into the city centre.

Spanning three levels across 9000 SQM, St. Collins Lane will become home to a new coterie of highly desirable International luxury and Australian designer brands.

CBRE’s Leif Olson said this flagship leasing deal further demonstrates the demand from premium international retailer’s requirements to establish a flagship presence within the Melbourne CBD. This pocket of Collins Street between Swanston Street and Elizabeth Street is the latest precinct that luxury brands are targeting.

The leasing deal with TAG Heuer has been negotiated by CBRE, who are marketing the St Collins Lane project.

Refurbished by Melbourne’s internationally acclaimed, avant-garde architectural firm, ARM (Ashton Raggatt McDougall), St. Collins Lane will elevate the CBD shopping experience to a world-class standard. Securing the right anchor tenants is critical step to achieving this vision.

St. Collins Lane architect Neil Masterton says that anchor tenants seek specific requirements.

“St. Collins Lane will be an interesting place to be. We are aiming to create a sense of privilege and a special sense of place. Today’s retail experience needs to be an adventure. Where once you might lay out a store on a pragmatic and easy-to-follow path with clear slight lines and everything visible, today is a different story.

We are aiming to create different zones with St. Collins Lane for people to explore – a bit like an urban safari.”

LaSalle Investment Management’s Regional Director of Asset Management Simon Howard says: We are very excited to welcome TAG Heuer as an anchor tenant into St Collins Lane. TAG Heuer is a premier luxury watch brand with a respected heritage which we believe will perfectly marry with what we are trying to achieve at St. Collins Lane.

We are really pleased to have now secured both Collins Street anchors and look forward to making further exciting tenant announcements in the near future.


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