The streets of SoHo recently witnessed a glimmer of Hollywood glamour and the avant-garde spirit of Swiss luxury watchmaker TAG Heuer. Unveiling its sleek new flagship in New York City, TAG Heuer marked the grand opening with a visit from brand ambassador—and certified Ken Doll—Ryan Gosling. 

Located at 99 Prince Street, the 57.2-square-meter boutique is a tribute to heritage, performance, and contemporary culture. The space seemingly blends the heritage of Swiss watchmaking with the cosmopolitan cool of downtown Manhattan, showcasing classic TAG Heuer timepieces, exclusive limited editions, and a custom Formula 1 sculpture by local artist Arianna Margulis.  

During his private tour, Ryan Gosling donned a Carrera Chronograph as he explored the boutique’s dedicated VIP area for private appointments, delved into educational touchpoints, and tried his hand at watchmaking. The boutique’s intentional design offers more than a shopping destination—it’s an immersive journey, complete with personalized consultations and in-depth explorations of movement construction and technical innovation.

The new flagship embodies TAG Heuer’s vision of uniting product, storytelling, and culture in one dynamic space. Its SoHo debut represents a milestone in the brand’s global expansion, welcoming both dedicated enthusiasts and curious consumers to experience its storied legacy.