Tag Heuer has opened its sixth boutique in Malaysia, its 171st store globally.

The new boutique is located on the ground floor of the Alamanda Shopping Centre in Putrajaya, which is repositioning itself as a home to more upmarket international brands.

The 49 sqm store offers the full range of Tag Heuer products, including high-end chronographs from the Carrera, Link, Automatic, AquaRacer and Formula 1 collections, as well as lifestyle accessories such as wallets, cufflinks and rings.

“Motor racing is at the heart of Tag Heuer, which is why the brand had to be here,” said LVMH Watch & Jewellery Malaysia COO Christophe Legaie.

Tag Heuer is a founding partner and official timekeeper for the FIA Formula E motor racing series, of which the inaugural Malaysian leg took place in Putrajaya on November 22. Putrajaya is also the city nearest to the Sepand motor racing circuit, home to the Malaysian Formula 1 Grand Prix in March.

“Putrajaya is a fast developing city and with the people’s increasing purchasing power, we see great potential for Tag Heuer’s presence in the nation’s administrative capital,” he said.