Swiss luxury watch brand TAG Heuer will host a pop-up store at The Stage on the 1st floor of the Isetan Shinjuku Main Building from Wednesday, March 25th to Tuesday, March 31st, 2025, coinciding with the peak of motorsport excitement during the Formula 1 Japanese Grand Prix. The pop-up store will showcase the resonance between the speed and passion of Formula 1® and the innovation and precision of the Maison.

Formula I Solar Chronograph

Stainless steel case: 38mm diameter / 10 ATM water resistance / Solar quartz
297,000 yen

Formula I Solar Chronograph
Stainless steel case: 38mm diameter / 10 ATM water resistance / Solar quartz
297,000 yen

Since its founding in 1860, TAG Heuer has walked hand in hand with the history of motorsport through innovative watchmaking technology and a spirit of challenge. In a world where precise timekeeping can determine victory or defeat, chronographs continue to prove their accuracy and reliability as official timekeepers and on the wrists of racing drivers.

Carrera Chronograph
Stainless steel case: 41mm diameter / approximately 80-hour power reserve / 10 ATM water resistance / automatic winding
1,149,500 yen

Carrera Chronograph
Stainless steel case: 41mm diameter / approximately 80-hour power reserve / 10 ATM water resistance / automatic winding
1,149,500 yen

Carrera Chronograph
Stainless steel case: 41mm diameter / approximately 80-hour power reserve / 10 ATM water resistance / automatic winding
1,149,500 yen

That passion began with the development of stopwatches and dashboard timers in the early 20th century and has been carried on to iconic collections such as "Carrera," "Monaco," and "Formula 1." Among them, the story of Steve McQueen wearing a "Monaco" in the movie "Le Mans" is still talked about by many fans today.

Monaco Chronograph
Stainless steel case: 39mm diameter / approximately 40-hour power reserve / 10 ATM water resistance / automatic winding
1,204,500 yen

Carrera Chronograph

18K gold case: 39mm diameter / approximately 80-hour power reserve / 10 ATM water resistance / automatic winding
3,388,000 yen

This pop-up store brings together chronograph technology honed on the front lines of racing, and showcases everything from the latest models to historical archives, creating a special space where you can experience TAG Heuer's "philosophy of victory" with all your senses.
Take this opportunity to experience the world of TAG Heuer, where the DNA of motorsport lives on.

View TAG Heuer products at ISETAN MITSUKOSHI LUXURY.