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Galveston, TX--TAG Heuer inaugurated its largest maritime store aboard Carnival Jubilee. This 550-square-foot boutique, located on a Carnival Cruise Line flagship, marks the luxury watch brand's expansion into duty-free cruise retail. The vessel will travel through the Gulf of Mexico from Galveston, Texas, stopping along Mexico’s Riviera Maya.

[Screengrab via Carnival's website]

Per a report published in Forbes, the store is managed by Starboard, a cruise retailer that has collaborated with TAG Heuer for over 20 years. Despite LVMH selling most of its stake in Starboard, the partnership continues under the new company Global Travel Retail Holdings, co-owned with Gissy Investments.

Lisa Bauer, President and CEO of Starboard, noted in the report the boutique aims to enrich the shopping experience for cruise passengers. Designed by TAG Heuer’s Swiss team, the boutique features a design inspired by the brand's motorsport heritage with bold blue and orange hues.

Franck Suznjevic, TAG Heuer’s Executive Vice President for Latin America and the Caribbean, mentioned in the report the brand's strong performance in cruise retail and commitment to maintaining high standards for customers at sea.

The boutique highlights the Carrera Skipper, a nautical-themed watch priced at $6,750, reflecting the brand's maritime connections. The store also showcases other significant models like the Monaco Skeleton and Carrera Chronosprint x Porsche.

Luis Terife, Vice President of onboard guest commerce at Carnival, stated in the report that expanding Swiss watch offerings onboard is important to meet the preferences of luxury-seeking guests.

Founded in 1860, TAG Heuer's leadership recently transitioned from Frédéric Arnault to Julien Tornare. The brand maintains a global presence with 260 boutiques and continues to expand its direct market reach.

Learn more in this report published in Forbes.