Swiss luxury watchmaker TAG Heuer is opening its only dedicated Austin store. It's joining Domain Northside later in 2025 at 11700 Rock Rose Ave., Ste. 100.

TAG Heuer was established in 1860 as Heuer AG and has become known for its contributions to motorsports.

Early innovations by Heuer included a crown-operated winding system that did not require a key and improvements to the chronograph, a combination display and stopwatch. Moving through wristwatches, the company also started making dashboard timers. The company was acquired in 1985 by Techniques d’Avant Garde (TAG).

Heuer made it onto the first manned U.S. space flight, worn by John Glenn; was used by motorsports greats including Steve McQueen and Ayrton Senna; and is connected in various ways with Carrera, Formula 1, Aquaracer, and Monaco. A TAG Heuer Monaco watch also fetched $20,627 at a 2019 auction of late celebrity chef Anthony Bourdain's belongings in New Braunfels.

TAG Heuer timepieces are already available in Austin, but only at other retailers. Prices range from just under $3,000 to more than $35,000. The brand also offers connected watches from $1,250-1,650 and eyewear.

The 1,000-square-foot store will be flanked by competitor Omega — which opened along with Swatch and Breitling in 2023 — and makeup store Sephora. Across the street are restaurants Culinary Dropout and Flower Child. Other new stores across the Domain Northside, as listed by a press release, include J.Crew, Fashionphile, Abercrombie & Fitch, and Google.