LVMH, which also owns brands such as Louis Vuitton, Moet & Chandon and Christian Dior, will promote the store entirely online at www.35brookstreet.com.
The site was designed by de-construct, the digital agency formed by former Deepend staff. It will complement the brand's existing site (www.tagheuer.com), which offers information on products, sponsorship and retail distribution.
Jess Wetherall, UK marketing director at TAG Heuer, said: "This is an exciting opportunity for us to create an online brand experience that is designed to drive footfall into the store, while tagheuer.com concentrates on the products and distribution."
De-construct will also create in-store promotional material featuring visuals from the web site to drive customers online to find out more about the brand. Visitors to the site will be offered exclusive invites to in-store events.
"The new store is being promoted entirely online, said Dan Douglas, business development director at de-construct. "We will use visuals from the site in-store to attract customers to the site. It will not be a brochure about TAG Heuer watches, but will be a brand experience, with the specific aim of driving customers in-store."
Douglas said that LVMH will link with existing online partners, including Conde Nast Online, to promote the site.
Last month, LVMH launched an online campaign for Moet & Chandon's Moet Rose brand, which ran on Conde Nast Online's Glamour.com (Revolution, 15 May, p6). Two years ago, the company launched e-commerce site eLuxury.com, featuring brands such as Louis Vuitton and Christian Dior.
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