Ginza High Brand Guide

TAG Heuer: TAG Heuer

TAG Heuer：タグ・ホイヤー

TAG Heuer is a luxury watch brand with a history spanning more than 160 years, founded in 1860 by Swiss watchmaker Edward Heuer in Saint-Imier, Switzerland.

The brand has introduced numerous iconic timepieces deeply rooted in motorsports, including the legendary “Carrera” racing chronograph, launched in 1963, and the “Monaco,” which in 1969 became the world’s first automatic chronograph.

In 1985, it became part of the TAG (Techniques d'Avant-Garde) Group and was renamed "TAG Heuer"; since 1999, it has been a member of the LVMH Group.

True to its slogan, “Don’t Crack Under Pressure,” the brand embodies the spirit of Swiss avant-garde by maintaining precision and reliability in all circumstances, and will return as the official timekeeper of Formula 1 starting in 2025. It operates several company-owned locations in Ginza, including the world’s first concept boutique.

TAG Heuer: Basic Information About the TAG Heuer Ginza Store

There are several Tag Heuer-owned locations in Ginza where you can experience the Tag Heuer world.

■ TAG Heuer Ginza Boutique (the world’s first concept boutique)

Opened in April 2018, this is the world’s first “modular” concept boutique. Featuring the innovative “iTAG” display, which allows customers to interact with watches freely, and an exterior whose design changes every few minutes, it opened in Ginza, Tokyo—a world first—as a unique space that redefines the traditional luxury watch shopping experience.

  • address (e.g. of house): 3-5-5 Ginza, Chuo Ward, Tokyo 104-0061
  • Phone number: 03-4510-2939
  • Business Hours: Mon–Fri 12:00 PM–8:00 PM / Sat, Sun, and Holidays 11:00 AM–7:00 PM
  • regular closing day: Irregular holidays
  • Access: 1-minute walk from Exit 8 of Ginza-itchome Station on the Tokyo Metro Yurakucho Line; 3-minute walk from Ginza Station on the Tokyo Metro Ginza Line
  • feature: Thanks to “iTAG,” the watch industry’s first-of-its-kind new display, visitors can freely interact with the watches on display without having to reach through the case. The entire collection—including the Carrera, Monaco, Aquaracer, and Connected lines—is on display. To commemorate the grand opening, Ginza Boutique-exclusive models such as the “TAG Heuer Carrera Calibre Heuer 02T GINZA Model” (limited to 20 pieces worldwide, 2.74 million yen) are also being released.

■ Espace Tag Heuer Ginza (Namiki-dori)

This official flagship store on Ginza Namiki Street reopened in March 2019 following a renovation. With a contemporary, luxurious interior where red stands out against a gray gradient, it offers a relaxed atmosphere and exceptional hospitality.

  • address (e.g. of house): Iwatuki Building, 6-7-16 Ginza, Chuo-ku, Tokyo 104-0061
  • Phone number: 03-5537-7827
  • Business Hours: Mon–Sat 12:00 PM–8:00 PM / Sun & Holidays 11:00 AM–7:00 PM
  • regular closing day: The second Tuesday of every month, and the beginning of the year
  • Access: A 2-minute walk from Exit B5 of Ginza Station on the Tokyo Metro Ginza, Marunouchi, and Hibiya Lines
  • feature: The store offers a wide range of collections, including the Carrera, Monaco, Aquaracer, Formula 1, Link, and Connected lines. Located on Namiki-dori—one of the world’s premier luxury districts—it provides a serene environment where you can take your time selecting the perfect watch.

It's good because it's in Ginza.

The biggest advantage of buying a Tag Heuer in Ginza is,An innovative shopping experience unique to a concept boutique—the first of its kind in the world—and an unparalleled selection made possible by visiting multiple company-owned storesThe following is located in the

The “TAG Heuer Ginza Boutique” in Ginza 3-chome is a special place that was the first in the world to introduce an innovative shopping experience called the iTAG display. It’s a space that truly redefines the conventional wisdom of watch shopping, freeing customers from the traditional practice of viewing watches through glass cases—they can freely pick up the displayed watches and check details on a touchscreen.

Meanwhile, at “Espace Tag Heuer Ginza” on Namiki Street, visitors can take their time exploring watches in a contemporary, luxurious setting. Ginza’s Namiki Street is one of the world’s premier luxury districts, and its appeal lies in the opportunity to combine a visit there with a high-end shopping experience.

Both stores carry special models available exclusively here—such as Ginza Boutique-exclusive models and the Carrera 160th Anniversary Japan Limited Edition—and the attentive consultation provided by our highly knowledgeable staff is a luxury unique to Ginza. A unique experience awaits, where you can immerse yourself in the tradition and innovation of Swiss watchmaking—a legacy dating back to 1860—right here in Ginza, one of Japan’s most sophisticated neighborhoods.

TAG Heuer: Who Wears TAG Heuer?

People who wear TAG Heuer watches,Active, sophisticated men and women who resonate with the spirit of “Don’t Crack Under Pressure”...is its core appeal. “Great value for money, perfect for your first authentic Swiss watch,” “durability that lets you wear it with confidence during motorsports and other athletic activities,” and “a sophisticated design suitable for both business and casual occasions”—the brand has garnered overwhelming support from consumers who seek to balance practicality and elegance.

It is favored by successful individuals across all fields—from young professionals to top athletes, actors, and musicians. With a wide range of prices—from Formula 1 models in the 100,000-yen range to the Carrera Tourbillon, which costs over 1 million yen—it is a popular choice for people of all ages, from college students in their 20s to seniors.

"It's perfect for mature men and women who feel that Rolex and Omega are too ordinary, but can't justify the high price tag of Patek Philippe or Audemars Piguet—those seeking just the right level of luxury." In recent years, the brand has expanded its women’s lines—such as the AquaRacer Lady and Link Lady—and its female fan base is growing rapidly, thanks in part to models like Naomi Osaka’s signature watch.

TAG Heuer: Popular TAG Heuer Products

At TAG Heuer, the following collections and models are particularly popular.

  • Carrera Date Ref. WBN231D.BA0001 A simple three-hand date model of the legendary “Carrera” racing chronograph, first introduced in 1963. True to the concept of a “race car dashboard on your wrist,” this versatile timepiece pairs well with both business attire and casual wear. Prices start at approximately 687,500 yen.
  • Carrera Chronograph Ref. CBS2215.FC6568 The latest Carrera Chronograph, a new model for 2025. Equipped with the next-generation in-house movement, “Caliber TH20-00,” this is the ultimate sports chronograph that blends motorsports DNA with elegance. Prices start at approximately 1,287,000 yen.
  • Monaco Chronograph Ref. CAW2111.FC6183 A masterpiece with a square case that has gone down in watchmaking history, made world-famous by the 1971 film *Le Mans*, starring Steve McQueen. This distinctive model is beloved as a reissue of the original, which was the world’s first watch to feature an automatic chronograph. Prices start at approximately 691,400 yen.
  • Aquaracer Professional 300 Ref. WBP201A.BA0632 A collection featuring 300-meter water resistance, making it a true diver's watch. Its 12-sided unidirectional rotating bezel and robust construction have made it immensely popular among active users in their 20s and 30s. Prices start at approximately 319,000 yen.
  • Formula 1 Solargraph Ref. WBY1111.BA0042 A new model released in 2025. It features the collection’s first SolarGraph movement, “Caliber TH50-00,” offering the convenience of approximately 10 months of operation on a full charge. A popular entry-level model. Prices start at approximately 235,000 yen.
  • Link Ref. WBC2110.BA0603 A collection based on the “Elegance Sports Watch” concept, launched in 1999. Its distinctive S-shaped link bracelet exudes elegance and is popular with both men and women. Prices start at approximately 279,000 yen.

TAG Heuer: Celebrities Who Wear TAG Heuer

TAG Heuer is beloved by many celebrities and top athletes both in Japan and abroad. Here are a few examples.

  • Kei Nishikori (professional tennis player): He is a fan of the TAG Heuer Carrera. As the ace of Japanese tennis and the first Japanese player to reach the singles finals of an ATP Tour Masters event, he serves as an official brand ambassador for TAG Heuer.
  • Naomi Osaka (professional tennis player): She is a fan of the Aquaracer Professional 300 Naomi Osaka Limited Edition. A global star with four Grand Slam titles to her name, she has served as an official brand ambassador for TAG Heuer since 2021 and has even released her own signature model.
  • Tomohisa Yamashita (Singer, Actor): A fan of the TAG Heuer Carrera. The sporty yet elegant Carrera is the perfect match for the sophisticated style of top stars active both in Japan and abroad.
  • Hiroshi Tamaki (actor): A devoted fan of the TAG Heuer Carrera. This sophisticated racing chronograph accentuates the intellectual charm of the actor, known for his roles in the TV dramas *Nodame Cantabile* and *TAROMAN: Taro Okamoto-Style Special Effects Action Drama*.
  • Ryan Gosling (actor): He is a devoted fan of the Carrera 3-Hand. In 2021, the Hollywood star—known for films such as *La La Land* and *Barbie*—was appointed as Tag Heuer’s official global brand ambassador, marking a special partnership that was his first with the brand.
  • Patrick Dempsey (Actor and Race Car Driver): A devoted fan of the Carrera Chronograph. An actor best known for the TV series *Grey’s Anatomy* and a serious race car driver who competes in the 24 Hours of Le Mans. He has served as a Tag Heuer brand ambassador since 2014.
  • Cara Delevingne (Model and Actress): TAG Heuer brand ambassador. She is one of the UK’s leading models and has appeared in films such as *Suicide Squad*. Her feminine yet powerful image resonates with the brand.

TAG Heuer: TAG Heuer Price Range (Approximate Prices)

The market prices for Tag Heuer watches vary depending on the collection and model.

  • New (regular price): Prices start at approximately 235,000 yen for the entry-level “Formula 1 SolarGraph,” approximately 279,000 yen for the “Link,” approximately 319,000 yen for the “Aquaracer Professional 300,” the “Carrera Date” at approximately 687,500 yen, the popular “Monaco Chronograph” at approximately 691,400 yen, and the “Carrera Chronograph” starting at approximately 1,287,000 yen. The high-end “Carrera Tourbillon” model costs over 2 million yen, and some models—such as the flagship “Monaco Split-Seconds Chronograph F1” and Japan Limited Edition models—can exceed 5 million yen.
  • second-hand market: The “Monaco Chronograph CAW2111.FC6183” starts at approximately 640,000 yen, the “Carrera Chronograph CBS2210.FC6534” starts at approximately 800,000 yen, and the “Aquaracer Professional 300 GMT” starting at approximately 350,000 yen—all at market prices ranging from 70 to 90% of the official list price, offering outstanding value for the money. Resale rates are also stable, ranging from 50 to 70% for the Carrera and 30 to 50% for other models.
  • Limited and Collaboration ModelsLimited-edition models—such as the “Carrera Caliber Heuer 02T GINZA Model” (limited to 20 pieces, 2.74 million yen), the “Naomi Osaka Limited Edition,” and the “Ayrton Senna Special Edition”—tend to command a premium due to their rarity.
  • property (asset) value: While prices haven’t skyrocketed like those of Rolex or Patek Philippe, the supply is plentiful and demand is steady, so resale values remain strong. In particular, popular models such as the Monaco and Carrera, as well as limited-edition collaboration models, are expected to retain their value over the long term.

TAG Heuer: The Appeal and Top Picks

For Men: Perfect for men looking for their first authentic Swiss watch

"Carrera"or"Monaco"These are the classics. The former is a versatile timepiece that serves as the brand’s icon, suitable for everything from business to casual settings, while the latter—the world’s only square-case chronograph—is perfect for mature men who want to make a statement. If you’re looking for a military or diver’s style, the “Aquaracer” is the best choice; for entry-level models, the “Formula 1” is ideal; and if you’re seeking a blend of pilot and racing DNA, the “Autavia” is the perfect choice.

For Women: For women who want a sporty yet elegant style

"Aqua Racer Lady"and ... and"Link Lady", ,"Carrera Date 36mm"These are highly recommended. With a wide variety of 36mm sizes and delicate bracelets—ranging from glamorous models with diamond bezels to simple, masculine stainless steel styles—you can choose the perfect watch for any occasion. Ambassador collaboration models, such as the Naomi Osaka Limited Edition, which symbolize the achievements of female athletes, are also very popular.

TAG Heuer: TAG Heuer Age Demographics

mainlyAges 20s to 60sIt enjoys popularity among a very wide range of age groups. The Formula 1, priced in the 100,000-yen range, is immensely popular as an entry-level model among students and those in their 20s; the Aquaracer appeals to active people in their 20s and 30s; the Carrera and Monaco are staples for business professionals in their 30s and 40s; and the Octavia and Monaco are favorites among car enthusiasts in their 50s. From a “first luxury watch” to “a timepiece for a mature hobby,” it is a rare brand that meets the needs of every generation.

TAG Heuer: Which TAG Heuer Should You Buy for Yourself?

"Carrera Chronograph"or"AquaRacer Professional 300"We recommend these two. The former, as the brand’s iconic model, best embodies the brand’s DNA, while the latter is a versatile model that combines water resistance up to 300 meters, practicality, and a design ideal for everyday wear. It’s the perfect choice as your first luxury watch or as a “reward for life’s milestones,” such as a promotion or starting your own business.

TAG Heuer: What if you're giving a TAG Heuer as a gift?

For men"Carrera Date"or"Monaco Chronograph"is a classic choice. A simple dress watch is the perfect gift for a business professional, while the Monaco is the ideal choice for the man with a unique sense of style. For women,"Aqua Racer Lady"and ... and"Link Lady"...or we recommend Naomi Osaka’s signature model. The Ginza boutique also offers an engraving service, allowing you to give a one-of-a-kind, special timepiece as a gift for an anniversary or wedding.

Summary

TAG Heuer truly shines in the unique setting of Ginza. The tradition of Swiss watchmaking dating back to 1860, the deep connection to motorsports symbolized by the Monaco and Carrera models, and the spirit of innovation embodied in the brand philosophy, “Don’t Crack Under Pressure”—.

With its avant-garde spirit that consistently stays ahead of the times—as evidenced by its return as the official timekeeper for Formula 1 starting in 2025—TAG Heuer continues to captivate watch enthusiasts around the world, even after more than 160 years. TAG Heuer is a masterpiece that perfectly balances practicality and elegance, making it the ideal choice for men and women who seek a reliable partner that “stands up to the pressure” in any situation.

To make your shopping experience in Ginza even more special, why not visit the world’s first concept boutique, the “TAG Heuer Ginza Boutique,” or “Espace TAG Heuer Ginza” on Namiki Street?