TAG Heuer Re-Opens Sydney Flagship Boutique In Star-Studded Fashion

by Matt Clymo

The newly renovated TAG Heuer boutique in Sydney was opened in fashion on Thursday with A-list star and TAG Heuer ambassador Patrick Dempsey opening it, followed by an evening of entertainment at Sydney’s newest entertainment space.

When TAG Heuer throw a party, they know how to throw a party. When it comes to luxury items like watches, then experiences matter and TAG Heuer knows this, which is why they are the brand they are today. That and some clever marketing – but that’s par for the course these days for any brand. And on Thursday evening in Sydney, newly minted TAG Heuer CEO, Julien Tornare joined Australian General Manager, Van Mulryan with TAG Heuer Ambassador and Hollywood star, Patrick Dempsey to open the renovated boutique on Pitt St, followed by an epic event at Machine Hall – one of Syndey’s newest entertainment spaces.

Julien Tornare, Patrick Dempsey and Van Mulryan take to the stage

The newly renovated store marks a special occasion for TAG Heuer. Whilst it’s not the largest store in terms of floor space, it outsells almost every other store in the world, yes, the world! Australia’s love for TAG Heuer is actually so great, that in a country like ours that is only 26 million people or so, the Pitt St TAG Heuer boutique is the number 1 in terms of sales in the world. And that’s something to celebrate, which TAG Heuer did.

Making sure that the experience of getting that special watch is just that, an experience, TAG Heuer has given their boutique an overhaul making it very much a space you can come in, relax and choose your next (or in many cases, first) piece in style. The space is very much TAG Heuer, with modern and clean lines mixed with motorsport heritage cues throughout, not surprising as it is such a large part of the TAG Heuer story – one reason that Ambassador and star, Patrick Dempsey is a great fit, having a love of motorsport and competing in races and doing well in them. He and his team have even taken 3rd place in the GT Class of the 24 hours at Daytona and 2nd place at the prestigious 24 Hours of Le Mans!

Patrick Dempsey watching the pre-dinner entertainment

And Patrick draws a crowd wherever he goes. If you watch the news, then you may have seen the crowds of people gathering outside the TAG Heuer Boutique on Pitt St Mall, and whilst some may have been there to get a watch, they would have had to battle the crowds trying to get some pics and video’s of the Grey’s Anatomy heart-throb as he and TAG Heuer CEO, Julien Tornare, Australian GM, Van Mulryan and the TAG Heuer team re-opened the boutique on Thursday evening.

Following this, celebrities, influencers, media and friends of the brand, with the likes of G Flip, Troye Sivan, Kyle Chalmers and Nicole Warne headed into Sydney’s new event space, Machine Hall for a dinner and after-party to celebrate the opening. On a very hot night in Sydney, guests, including Watch Advice, were treated to a spectacle for the eyes, ears, and mouth, which I think made everyone forget the weather outside and enjoy TAG Heuer’s hospitality.

Laser lighting and smile haze made for a moody New York vibe at Machine Hall

Strobe lights, and laser beams cut through the haze, and singers treated guests as they entered and were seated, with Julien Tornare, Van Mulryan, and Patrick Dempsey opening the night with some comments from Julien and talking to Patrick about his love of TAG Heuer (who he’s been associated with now for about a decade), motorsport and of course, Australia.

TAG Heuer CEO, Julien Tornare talks all things motorsport, watches and Australia with Patrick Dempsey

The three-course meal was delicious, and having sat next to celebrity chef, Colin Fassnidge (from MKR and other cooking shows) it was safe to say it didn’t disappoint at all. The slow braised lamb just melted in your mouth – seriously I could have eaten a lot more!

Post dinner, guests were entertained by Australian actor, singer and dancer, Keiynan Lonsdale in a performance that was mildly reminiscent of Michael Jackson somewhere between his Dangerous and Invincible albums and from there, partied into the night to the DJ. By this time, it was time for this intrepid reporter to head to bed and get some much-needed rest from the day.

Watch the video below to see how the night was in just 2 mins…

You may also like