TAG Heuer unveils today its exhibition windows and pop-up at London’s iconic shopping destination, Harrods. TAG Heuer has worked with the world’s leading department store for over 20 years, sharing a commitment to offering watchmaking excellence in an environment known for unparalleled luxury. Continuing this partnership, and following the opening of its new boutique in the heart of the Harrods Fine Watches room in February of this year, the exhibition showcases the celebrated Carrera Chronograph collection across five windows looking onto the Brompton Road, from 5-30th October 2022.

The bold window display features blue illuminated TAG Heuer shields framing watches from the signature Carrera Chronograph collection, which is celebrated throughout the exhibition. Born on the racetrack in 1963, it is an iconic sports watch designed for professional drivers and sports-car enthusiasts with a clear and clean aesthetic, reflecting Jack Heuer’s passion for modernist furniture design.


The automotive heritage of the brand is conveyed in particular by the newest timepiece that is on display; alongside the Carrera Chronograph collections features a new design unveiled today, the TAG Heuer Carrera x Porsche RS2.7. Inspired by the one of Porsche’s most iconic models and the first 911 to bear the Carrera name – the 911 Carrera RS 2.7 – the two limited edition timepieces in ‘Guards Red’ and ‘Glazier Blue’ take centre stage on Brompton road. To accompany the exhibition windows, there are three graphic light boxes featuring the vibrant new co-branded campaign based on the iconic Porsche design. 

In addition to the exhibition windows, a TAG Heuer pop-up occupies Harrods’ ground floor. Upon entering, visitors are invited to explore the watches displayed in the shield showcases, and to follow a screen-panelled archway playing TAG Heuer campaign videos to the final window which hosts a video panel wall.

“We have enjoyed an incredibly strong relationship with Harrods for many years, notably having opened our new boutique space in February this year, and are proud to showcase our Carrera models in their impactful exhibition windows” – Rob Diver, Managing Director of TAG Heuer UK and Ireland. 

Beth Hannaway, Head of Fine Watches & Jewellery at Harrods said: “After Harrods extensive and successful history with TAG Heuer, I’m so excited to host a celebration of the Carrera collection in our Brompton Road pop-up space this October. Harrods clients will be able to explore this iconic collection, with its sporty design and storied history, as well as discovering some of the latest launches.”