Track Records

Brice Tchaplyguine, managing director of TAG Heuer Asia Pacific, dispenses insights on the iconic watch company at the opening of the brand's new boutique in Singapore.

- Haziq Yusof

"SPORTIVE AND ELEGANT," says Brice Tchaplyguine, managing director of TAG Heuer Asia Pacific, when pressed for a succinct description of the Swiss watchmaker's storied heritage and DNA.

To really get the full measure of Tchaplyguine's assessment, however, one needs to step into TAG Heuer's latest boutique, located in Raffles City. Decked with motorsports memorabilia and a curated collection of arresting photographs and literature, the boutique immediately immerses you in the brand's history-an effect, Tchaplyguine tells us, isn't accidental.

"This is how I see the connection with the customer," he says. "The purpose (of a boutique) is not to push a purchase. It is to understand what the customer wants and what they want to talk about. This is how you build a relationship and why we've built such a boutique."