INTERNATIONAL. Swiss luxury watchmaker TAG Heuer and leading cruise retailer Starboard have partnered with Carnival Cruise Lines to debut the watch brand’s largest standalone boutique at sea onboard Carnival Jubilee.
The 553sq ft store features the brand’s latest retail concept developed by TAG Heuer’s design and architecture team in Switzerland, and pays tribute to the brand’s motorsport heritage and history.
The offer includes the TAG Heuer Carrera Skipper, a tribute to TAG Heuer’s return to the high seas and sailing heritage. The Carrera Skipper revisits the brand’s distinctive and colourful livery, with a circular brushed main dial in Carrera signature blue (a tone initially inspired by the sea). This is paired with the 12-hour counter in ‘Intrepid Teal’ and the 15-minute regatta counter with segments in Intrepid Teal, Lagoon Green and Regatta Orange.
Other special models include the TAG Heuer Monaco Skeleton, inspired by the Monaco’s original blue dial. It integrates for the first time a complex skeleton dial with bold colours in a square format. Other novelties at the boutique include the Carrera Chronosprint x Porsche and Aquaracer Solargraph collection.
This latest collaboration extends the partnership between TAG Heuer and Starboard that spans over two decades.
“We are really excited to celebrate our long-time partnership with TAG Heuer and introduce guests to their renowned Swiss watchmaking expertise, precision and cutting-edge technology,” said Starboard President and CEO Lisa Bauer. “Through unique experiences and activations, we nurture guests on their shopping journey at sea, connecting them with the perfect vacation memento to take back home.”
Starboard highlighted its history of introducing renowned Swiss timepieces from luxury watchmaker brands to the cruise channel.
“With the opening of our largest boutique at sea, we are reinforcing our long-standing partnership with Starboard and strong commitment to TAG Heuer’s travel retail offering,” said TAG Heuer Executive Vice President LATAM and Caribbean Franck Suznjevic.
“There is huge momentum with TAG Heuer clientele in cruise retail, and together with Starboard, we remain committed to delivering precision, performance and savoir-faire for new and existing customers at sea.”
Under the partnership TAG Heuer hosted Starboard’s Watch Specialists for an immersive training experience in Cozumel, Mexico recently. TAG Heuer’s team of experts shared product knowledge and sales tips to ensure “exceptional service and expertise” for guests when exploring TAG Heuer timepieces at sea.
“We are honoured TAG Heuer chose our flagship Carnival Jubilee for this special retail experience,” said Carnival Cruise Line Vice President of Onboard Guest Commerce Luis Terife. “The success to date reinforces the incredible opportunity we see in expanding our Swiss offering on Carnival ships for our luxury guests.”
*Starboard is a Platinum Partner of The Retail Day, which takes place on 10 April at Seatrade Cruise Global.
As reported, The Retail Day – a series of conference sessions dedicated to retail at sea – takes place at Miami Beach Convention Center and is co-organised by The Moodie Davitt Report. Seatrade Cruise Global is the premier annual gathering of the cruise industry worldwide and runs from 8-11 April. Starboard President and CEO Lisa Bauer and Carnival Cruise Line Vice President of Onboard Guest Commerce Luis Terife are speakers at the event. ✈️
