TAG Heuer, a leading Swiss luxury sports watch, will open its first-ever U.S. boutique in March in New York City. The store, at 422 West Broadway, will stock a full range of TAG Heuer watches including the TAG Heuer “Classics” and “Jewelry Collection” for women.

TAG Heuer also has flagship stores in Tokyo and London.

The designer of the store is Gwenael Nicholas, an award-winning, Tokyo-based French architect. His intent, says a company spokesperson, was to “liberate the watch from the usual static displays” of watch stores or departments. The TAG Heuer store’s watch displays are “integrated into the boutique’s architecture,” says the spokesperson, “and the overall minimalist image and sequence of different spaces ensures that attention is focused on the watches.” The store’s main elements include a large, curved walnut wall, transparent monolith displays and an opaque black glass wall.

TAG Heuer was founded in 1860 by Erdouard Heuer Watch Co. in Switzerland. Now sold in more than 90 countries, TAG Heuer is imported and distributed in the United States by LVMH Watch and Jewelry USA (Springfield, N.J.), a division of LVMH, one of the world’s leading luxury merchandise groups.

JCK