Using its Connected Modular watch as inspiration, Tag Heuer’s new Ginza boutique aims to reinvent the customer experience.

In a world-first concept, every aspect of the store is modular from the digital façade and displays to the decor. It offers customers immersion in the brand universe with its omni-channel buying experience.

A highlight are the iTags, the brand’s connected displays. With just a few clicks on an iPad built into the display, the customer can browse watch models. When they make a choice, the watches, on a pivoting support, are instantly lit up on the display. Customers can also transfer their selection to a mobile device, allowing them to extend their experience outside of the store through linking into My Tag Heuer.

Customers have total independence with a host of options, such as online ordering with instore pick-up or a more comprehensive introduction to the piece in a traditional store on the second floor. The Tag Heuer sales team, connected to the iTag via a watch, know directly if a customer wishes to try on a particular model.

American model Bella Hadid and Kabuki actor Shido Nakamura together broke open the lid of a sake barrel as part of the traditional opening ceremony for the Tokyo boutique.