Luxury watchmaker TAG Heuer has officially relocated its boutique within NorthPark Center in Dallas, Texas, bringing a fresh, motorsport-inspired experience to shoppers. Now located on Level One between Nordstrom and Macy’s, the new store is a haven for Formula 1 fans, watch collectors, and lovers of Swiss craftsmanship.

A New Location with Racing Spirit

Though TAG Heuer has been a fixture at NorthPark since 2012, this redesign marks a bold new chapter. The boutique’s sleek interior pays homage to the brand’s deep ties to motorsport, especially its role as the official timekeeping sponsor of Formula 1.

Formula 1 Features Fans Will Love

The store is packed with F1-themed displays that will thrill racing enthusiasts:

• Photos of Aytron Senna and Max Verstappen, two champions and icons of the sport
• Max Verstappen's authentic race suit, proudly showcased in the private salon
• A miniature model of the Red Bull Racing F1 car
• A curated selection of racing-themed coffee table books

These elements create an immersive experience that blends luxury with adrenaline. 

Discover TAG Heuer's Latest Collections

Visitors can explore the brand's latest watch collections, including the Monaco, a bold, square-faced icon, Aquaracer, designed for elegance and resilience, Carrera, inspired by racing heritage, and the Formula 1, built for speed and endurance.

Monaco Chronograph Stopwatch

Reviving the aesthetics of original TAG Heuer stopwatches from the '60s and '70s, the Monaco Chronograph Stopwatch brings the thrill of the racetrack to the wrist. A tribute to the brand's rich timekeeping heritage, this limited-edition chronograph in black DLC-coated titanium pairs the iconic Calibre 11 with a resolutely vintage-inspired design.

Aquaracer Professional 200 Solargraph

The Aquaracer Professional 200 Solargraph merges elegance and resilience in a striking two-tone design of polished steel and yellow gold-plated steel. Powered by the Solargraph technology, this refined timepiece is ready for any journey, from urban settings to the depths of the wild.

Carrera Chronograph

A true iconic chronograph, from the stunning strap to the 5N rose-gold plated accented dial, a 42mm refined watch, bringing together formidable Swiss watchmaking credentials and modern elegance.

Formula 1 Chronograph x Oracle Red Bull Racing

Crafted in ultra-lightweight titanium, the Formula 1 Chronograph celebrates the adrenaline-fueled partnership between TAG Heuer and Oracle Red Bull Racing. Combining precision, bold design, and endurance-ready performance, this co-branded 44mm timepiece is built for those who thrive on speed.

Whether you're shopping for a statement piece or a precision timekeeper, the boutique offers hands-on access to the brand’s most celebrated models.