Last night Cameron Diaz helped luxury watchmaker TAG Heuer open their first flagship in New York City. The actress and brand ambassador joined TAG Heuer Global CEO and President Stephane Linder for the official ribbon-cutting at the new boutique on Fifth Avenue.
“As one of the fashion capitals in the world and one of my favorite cities to shop in, TAG Heuer belongs in New York City,” Diaz commented at the opening.
In honor of the grand opening, TAG Heuer also hosted a special cocktail party at the nearby Museum of Modern Art. Guests were entertained by contortionist dancers and a set by DJ Eve. In keeping with TAG Heuer’s global theme for 2014 – The Art of Manufacturing – the brand had expert mixologists on hand to “scientifically engineer” cocktails.
The boutique, which is located at 701 Fifth Avenue, will house timepieces from TAG Heuer’s men’s and women’s collections, boutique exclusives and historical timepieces, as well as their luxury MERIDIIST smartphone and their lifestyle collections. The boutique’s library also features a painting of brand ambassador Steve McQueen.
Photo credit: Rob Loud/Getty Images for TAG Heuer.