Brand Ambassador and Supermodel Bella Hadid has been invited to officially open TAG Heuer’s first flagship boutique at the heart of Oxford Street, London most iconic’s shopping area. The Swiss Watch Brand continues to expand its worldwide presence with mono-brand boutiques opening on the world most -renowned locations.

The decoration of the 75sqm boutique, based on the triangle of the TAG Heuer shield, has been applied from the façade to the store windows and inside displays, in shades of pale and dark grey and in smooth and perforated materials. These overlapping layers are a reference to a watch mechanism. The touches of red evoke the brand's attachment to the world of motor racing. The extensive range of novelties, including the TAG Heuer Connected Modular 45 smart watch, Heuer 02 Tourbillon watches and special editions including the TAG Heuer Muhammad Ali and Fangio will be available alongside the brand’s much loved heritage pieces.

Bella Hadid engaged with the interactive technology, which allows visitors to delve into the TAG Heuer savoir-faire and the intricate details of the innovations that have smashed every chronograph record for precision and tamed magnetic forces to create the most exceptional watches.

“We are honored to have Bella Hadid, TAG Heuer Ambassador open this flagship. She is a true fashion icon and inspires so many young people through her work, and truly embodies the TAG Heuer brand motto “Don’t Crack Under Pressure!” said Rob Diver, Managing Director TAG Heuer Europe.

For the occasion Bella wore the Link Lady Limited Edition designed for her. To emphasize the glamorous, vivacious side of the divine Bella Hadid, a Link watch was chosen. This model, which received a masterful makeover in 2016, is TAG Heuer’s most feminine model.

All matt black, with a magnificent mother-of-pearl dial proudly showcasing 12 diamonds, the watch is modern and contemporary, made entirely from ceramic, the perfect watchmaking material. The bracelet is the famous Link design, which is one of the most comfortable bracelets to wear. Each component of the bracelet is polished, ensuring it is smooth to the touch and flexible on the wrist. Thank to this sublime attention to detail, wearing the Link becomes a veritable experience, one filled with elegance and charm. The piece is further embellished by a bezel set with 48 diamonds, while the back of the watch is engraved with the star's signature. The result is elegant, glamorous, and full of character. Just like Bella herself.

“I really love my Link Lady Limited Edition, as diamonds go with everything! It is very bold and versatile watch!”, said Bella Hadid. She continues: “And it’s really exciting to be here today with TAG Heuer, London is one of my favorite cities! We have created a beautiful campaign together and it is amazing to see it come to life and for everyone to experience the brand story!”

Lucky customers who pre-ordered the Limited Edition Bella Hadid watch were also invited to meet Bella personally and collect their purchases during the presentation event.

The TAG Heuer Link Lady Bella Hadid Special Edition is available and priced at £4’650, 5’500 CHF, 5’250 EUR, 5’900 USD.