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New York--Tag Heuer will open a boutique on Jan. 23 at the Aventura Mall in Aventura, Fla., the brand’s second store in the country.

Tag Heuer has some 115 stores worldwide, and was strategic in selecting this new location, Alyssa Mishcon, vice president of strategic planning for Tag Heuer North America, told Women’s Wear Daily (WWD). Mishcon said Miami--the city where Aventura is--is one of Tag Heuer’s “top markets” within the continent due to an interested consumer base and high level of international tourism. 

The mall’s 24 million visitors a year will allow for communication with new customers, Mishcon said, as research has shown dedicated shoppers want to purchase within a brand store. The wholesale component of the business is also strong, which “is really helping is continue to grow,” she told WWD.

The concept at the Aventura store matches Tag Heuer’s worldwide concept, which is to display timepieces at eye level throughout the store, rather than being placed in counters. 

Tag Heuer will open its third United States boutique in Orlando, Fla., this spring.