Upon descending the staircase into the Fine Watch Department, visitors to the world-renowned Knightsbridge department store will be welcomed into the new TAG Heuer space.

Spread over 30 square meters and featuring contemporary design notes such as sleek grey furnishing and touches of polished mirror, the boutique echoes the modern spirit of the luxury Swiss watchmaker.


TAG Heuer has worked with Harrods, the iconic shopping destination, for over 20 years, sharing a commitment to offering watchmaking excellence in an environment known for unparalleled luxury. Continuing this partnership, the new space will present the very latest innovations including the TAG Heuer manufacture Heuer 02 movement, special editions and haute horology timepieces that represent the very best in high-end watchmaking.

Present in the new space will be a selection of TAG Heuer’s iconic heritage timepieces including the Autavia, which this year celebrates its 60th anniversary, and the much-anticipated TAG Heuer Connected Calibre E4, which will be available from 10th March. The boutique will offer specialist TAG Heuer Connected Calibre E4 services, enabling visitors to discover its breadth of wellness and sporting functionalities.

We have enjoyed an incredibly strong relationship with Harrods for many years, and together we have taken this step to showcase the best of TAG Heuer in a beautiful new boutique in an unparalleled environment. We look forward to working closer with Harrods and delivering an immersive experience for Harrods and TAG Heuer’s customers” — Rob Diver, Managing Director of TAG Heuer UK and Ireland.

Beth Hannaway, Head of Fine Watches & Jewellery at Harrods said: “Harrods and TAG Heuer have built an excellent relationship over the past 20 years, working from a shared passion of quality and craftsmanship. We’re excited to now launch the latest chapter in this partnership with a newly expanded corner, creating an interactive world of TAG Heuer, celebrating the rich history of the brand and embracing the very latest innovations. From the iconic Monaco to the latest Connected launches, via the exciting Porsche partnership, TAG Heuer at Harrods will be a real destination for our watch lovers.”