By Jared Paul Stern Jul. 22nd, 2011

Leading Swiss luxury watch brand TAG Heuer just celebrated the opening of its first North American lifestyle boutique, located within Las Vegas' most prestigious shopping destination, Crystals at CityCenter. Bringing all TAG Heuer-branded products together under one stylish roof, the opening marks the first freestanding retail foray in the U.S. for the firm, which has more than 100 freestanding boutiques in major cities around the world, including Sydney, Melbourne, Shanghai, Prague, Kuala Lampur and Paris.

The chic, modern 800-square-foot space’s main offering is of course timepieces, including boutique-exclusive and limited-edition product not available anywhere else in the U.S. It also houses TAG Heuer fashion items ranging from beautifully crafted, vintage stainless steel cufflinks to the brand's technologically advanced eyewear and fine leathergoods. The boutique was designed by renowned architect Eric Carlson.

TAG Heuer recently celebrated its 150th anniversary. Its origins go back to a Swiss shoemaker's son named Edouard Heuer who made the decision to "turn his life over to the conquest and calibration of the passing hours, minutes, seconds and fractions of seconds; marking their passage with the tiny incremental movements of the blued steel hand of a chronograph against the crisp white enamel dial of the pocket watch." In 1882 Heuer introduced his first chronograph, setting a benchmark for extreme accuracy that continues today.