Swisswatches is delighted to present the watch community with the industry’s very first ‘Boutique Travel Guide’. In this new segment, we will share not only the very best watch boutiques in town, but also the other most exciting things available in the area. What does the city have to offer? Where are the best drinks? The finest restaurants? The secret haunts known only to locals? Discover the city guide curated exclusively for horology enthusiasts, for those who want to make the absolute most out of their trip to a boutique by uncovering everything there is to experience in town.
Weinstrasse is one of Munich’s oldest streets, and is characterised above all by its ideal location. It sits just a few steps away from Munich’s main square, Marienplatz, as well as Maximilianstrasse, aka one of Munich’s most prestigious streets, with its numerous renowned luxury boutiques. Since the end of last year, watch enthusiasts have been able to visit the new TAG Heuer boutique on Weinstrasse, which was officially opened in the presence of LVMH Watches CEO Frédéric Arnault, alongside actor, racing driver and TAG Heuer brand ambassador Patrick Dempsey. The new boutique is now in the best of company with many other well-known watch boutiques – but its modern concept also sets it apart from some of its competitors.
If you’ve been out and about in Munich city centre recently as a watch enthusiast, you’re unlikely to have missed it: the TAG Heuer boutique has moved from Theatinerstrasse to Weinstrasse. With its new location, TAG Heuer has created a place that offers more space for the product range as well as for the sales team to present the products. It’s also a space that, with its modern look, better represents the image that TAG Heuer wants to convey.
The ambience of the new boutique is classically elegant, with an interplay of light-coloured wood and blue elements that do not shy away from revealing what the brand is all about: motorsport and a modern brand philosophy, also manifested in the smartwatches and sunglasses in the range. The theme runs through the boutique and is reflected in decorative elements such as Porsche models or a portrait of racing driver Max Verstappen, which is located on the second floor. TAG Heuer makes no secret of the fact that the DNA not only determines the appearance of the timepieces, but also the interior design of the Munich boutique.
This young vibe that starts with the ambience is continued by Store Manager Daniel Linke and his young team. Six days a week, they aim not only to explain the technical intricacies of the movements to customers, but also to bring the brand and its history to life with historical anecdotes about the most popular models. Creating an informal mood in the boutique, they casually guide customers through the range of mechanical watches on offer and filter out the right product for their individual requirements during the conversation. The sales team aim to find out whether preferences such as the look of the emblematic Monaco, timekeeping with a Formula 1 chronograph, or even the water resistance of the Aquaracer, should be at the centre of the purchase.
To offer customers an even more comprehensive experience, the boutique organises a wide range of customer events inside and outside the boutique. In the boutique, the brand organises presentations of new products such as the timepieces from the latest Watches and Wonders fair, or whisky tastings for the clientele. Customers can also discover what lies hidden within a TAG Heuer watch during watchmaking courses. With a bit of luck, customers will also get to see rare timepieces, such as the diamond-studded Carrera Plasma, which is worth almost one million euros, or the TAG Heuer Monaco Split Seconds, presented at the last Watches and Wonders.
If your watch should ever encounter problems after purchase, the matter will be dealt with directly in the boutique. In principle, every watch is guaranteed for 24 months, but the brand even offers a five-year guarantee for special models with its own manufacture calibre. The Munich boutique does not have a watchmaker, so the watch is sent to experts in the watchmaking town of Pforzheim. TAG Heuer will keep you informed of the progress step by step by e-mail, from the arrival of your watch at the watchmaker to the successful repair. However, all communication always takes place via the boutique.
Munich – Weinstrasse | TAG Heuer Boutique
Address:
Weinstrasse 11, 80333 Munich, Germany
Opening times:
Monday to Friday: 10:00 to 19:00
Saturday: 10:00 to 18:00
You’ve visited the boutique and now wish to stroll through Munich’s charming streets, attend cultural events, or savor the city’s culinary delights? Here are our top recommendations to fully enjoy Munich and all its facets.
When I asked Boutique Manager Daniel Linke about his current favorite fine dining restaurant, he didn’t hesitate: his recommendation is Pfistermühle. Located just a five-minute walk from Marienplatz in Munich’s oldest mill building, this restaurant aims to bridge the past and present. With its historic stone floors, wooden elements, and leather furniture, as well as its cuisine, Pfistermühle reinterprets the past. The restaurant’s recipes draw from Bavaria’s rich array of ingredients, emphasizing regionality and seasonality to make each dish special. The outdoor area is particularly notable, offering a view of the lushly covered building.
Can a fusion of French and Asian cuisine work? Absolutely, as proven by Brasserie Thi, just a seven-minute walk away. Here, the precise techniques of French cooking, such as sautéing, blanching, and reducing, combine with the diverse cuisines of Asia. Whether it’s spicy flavors from Southeast Asia, delicate nuances from Japan, or rich curries from India, the restaurant creates exceptional dishes.
Brasserie Thi focuses on combining healthy ingredients from Asian cuisine with distinctive elements of French cuisine. Sweet and sour flavors harmoniously blend with the depth of French cooking. The current menu features starters like Kimcheese Sandwiches, a mix of cheddar cheese, kimchi, and fermented Chinese cabbage. Main courses include grilled lamb belly with purple curry, and the menu is rounded off with a Pavlova filled with crème anglaise and passion fruit.
Though no longer TAG Heuer, the Louis Vuitton Espace on Maximilianstraße remains within the Louis Vuitton universe, offering a free venture into the world of contemporary art. Since 2014, this small yet exquisite space has allowed artists from around the world to showcase their work in regular exhibitions. Anyone can visit during regular opening hours without prior appointment, and as a bonus, the Louis Vuitton flagship store is located in the same building.
Not far from Marienplatz, Sois Blessed is a place that combines fashion, interior design, and a day bar. At the heart of the business is a non-profit organization that supports the Hope School in East London, South Africa’s Eastern Cape Province. Sois Blessed helps children affected by poverty and disease by providing education, food, and prospects.
Through their passion for fashion, lifestyle, and interiors, Sois Blessed gives these children the opportunity to transform their creative drawings into modern products. Fashion collections made from Italian silk and interior products like lamps and cushions are created with the children. These unique creations are presented in the Munich store alongside selected favorite brands. All proceeds from sales benefit the children of the Hope School.
The Louis Hotel in Munich is the perfect choice for those who enjoy traveling with a touch of sophistication. Centrally located at Viktualienmarkt, it offers stylish elegance and modern comfort. The tastefully furnished rooms and suites feature high-quality materials and designer furniture, many offering excellent views over the city. The Louis Grillroom, the hotel’s restaurant, offers old-fashioned entrecôte and special big cuts, accompanied by sparkling wines from selected wineries. An exclusive private dining room, suitable for special family moments or important business dinners, provides the right level of privacy. This is complemented by a rooftop terrace, a peaceful retreat in the heart of Munich.
Frau im Mond Bar boasts Munich’s largest rooftop terrace and stands out due to its prime location. Situated at Museumsinsel 1 in the heart of Munich, it offers an unbeatable view of the Isar River, especially at sunset, thanks to its south-facing position. It’s the perfect spot to end an evening after visiting the Munich TAG Heuer Boutique, with an evening menu and bar to complete the experience.
