TAG Heuer and Starboard Elevate the Seascape with Largest Boutique at Sea Aboard Carnival Jubilee

TAG Heuer logo



MIAMI (April 9, 2024) – TAG Heuer, the Swiss luxury watchmaker and Starboard, the world’s leading retail curator at sea partnered with Carnival Cruise Lines to debut TAG Heuer’s largest standalone boutique at sea, boasting 553 square feet.

Evoking the brand’s modern spirit, the boutique features the newest retail concept – developed by TAG Heuer’s in-house design and architecture team in Switzerland, the sleek interior exudes sophistication and elegance, harmoniously combining sleek modernity with elements that pay homage to the rich TAG Heuer’s motorsport heritage and history.

Celebrating the largest boutique at sea, the new cutting-edge concept is accompanied with products that highlight the brand’s expertise and pioneering spirit – among them, the TAG Heuer Carrera Skipper, a tribute to TAG Heuer’s return to the high seas and sailing heritage. The Carrera Skipper revisits that distinctive and colorful livery, with a circular brushed main dial in Carrera signature blue (a tone initially inspired by the sea) paired with the 12-hour counter being ‘Intrepid Teal’ and the 15-minute regatta counter having segments in Intrepid teal, Lagoon Green and Regatta Orange.

Other special models include the TAG Heuer Monaco Skeleton, inspired by the Monaco’s original blue dial, this TAG Heuer Monaco is a true technical gem. Integrating for the first time a complex skeleton dial with bold colors, it is the perfect icon of watchmaking in a square format. This and many other novelties will be available in new Boutique, including the Carrera Chronosprint x Porsche and Aquaracer Solargraph collection.




This latest collaboration between the two brands commemorates the continuation and expansion of the Starboard and Tag Heuer partnership spanning over two decades delivering performance, innovation and excellence to discerning cruise vacationers.

“We are really excited to celebrate our long-time partnership with TAG Heuer and introduce guests to their renowned Swiss watchmaking expertise, precision, and cutting-edge technology,” states Lisa Bauer, Starboard’s President and CEO. “Through unique experiences and activations, we nurture guests on their shopping journey at sea, connecting them with the perfect vacation memento to take back home.”

Consistently setting new standards for luxury Swiss timepieces at sea, Starboard is a trailblazer introducing guests to the world’s most renowned Swiss timepieces crafted by luxury watchmaker brands. Launching TAG Heuer at sea marked a significant milestone and accomplishment, signifying a pivotal moment for Swiss timepieces in cruise retail.

“With the opening of our largest boutique at sea, we are reinforcing our long-standing partnership with Starboard and strong commitment to TAG Heuer’s travel retail offering,” said Franck Suznjevic, TAG Heuer Executive Vice President LATAM and Caribbean. “There is huge momentum with TAG Heuer clientele in cruise retail, and together with Starboard, we remain committed to delivering precision, performance, and savoir-faire for new and existing customers at sea.”

In a continuation of their collaborative endeavors and as part of Starboard’s commitment to extensive and ongoing learning and development for its Swiss time piece specialists, TAG Heuer hosted Starboard’s Watch Specialists for an immersive training experience in Cozumel, Mexico. During this elevated training session, TAG Heuer’s expert team shared invaluable product knowledge and sales tips, ensuring that guests receive exceptional service and expertise when exploring TAG Heuer timepieces at sea.

“We are honored TAG Heuer chose our flagship Carnival Jubilee for this special retail experience,” said Luis Terife, Carnival’s vice president of onboard guest commerce at Carnival Cruise Line. “The success to date reinforces the incredible opportunity we see in expanding our Swiss offering on Carnival ships for our luxury guests.”


TAG Heuer


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TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,860 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is headed up by Julien Tornare, CEO of TAG Heuer.

For 163 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco, and Autavia – and is rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.

Embodying TAG Heuer’s motto, “Don’t Crack Under Pressure,” are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.

www.tagheuer.com @TAGHeuer


About Starboard

Charting a new course in the duty-free industry since 1958, Starboard has been the world’s leading vacation retailer at sea with the purpose of curating a vibrant world for guests, cruise line partners, brand collaborators and employees. Starboard’s transformative retail elevates the experience on more than 85+ ships across 13 world-class cruise line partners: Carnival Cruise Line, Celebrity Cruises, Costa Cruises, Holland America, Norwegian Cruise Line, Resort World Cruises, Royal Caribbean International, and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea, and The Ritz-Carlton Yacht Collection.

Starboard is consistently recognized for quality and innovation by the travel industry, championing numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.

Going beyond sailing, Starboard’s sister company, Onboard Media, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami with additional Starboard offices in Hong Kong, Shanghai and Genoa, Italy.

Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.


Media Contacts

Maureen Gonzalez | FINN Partners
(954) 368-9809 | Maureen.Gonzalez@finnpartners.com

Paula Amador | Starboard Cruise Services
(786) 845-7524 | Paula.Amador@starboardcruise.com


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