TAG Heuer has officially opened a new monobrand boutique in Taormina, located at 32 Corso Umberto I, in the city’s luxury shopping district. Created in partnership with Rocca, the new opening marks the brand’s seventh boutique in Italy and forms part of a strategic plan to expand its presence in leading international luxury holiday destinations.
Already operational since early June, the boutique was officially inaugurated on June 18, 2026, in the presence of Giorgio Damiani, Vice President of the Damiani Group, which owns Rocca, and Federica Taccari, General Manager of TAG Heuer Italy.
The choice of Taormina reflects the increasingly strong connection between fine watchmaking, international tourism and Mediterranean lifestyle. Set at the foot of Mount Etna and overlooking Sicily’s eastern coast, Taormina continues to stand out as one of the most prestigious resort destinations on the global luxury travel map.
Inside the new boutique, clients can discover and try on some of TAG Heuer’s most iconic collections, including Carrera and Monaco, presented this year at Watches & Wonders in Geneva and LVMH Watch Week in Milan. The boutique also features the highly sought-after Formula 1, Aquaracer and Connected Watch collections.
The new TAG Heuer space in Taormina offers an immersive experience that expresses the brand’s identity through heritage, innovation and sporting spirit. From its historic passion for motorsports and Formula 1, for which TAG Heuer is Official Timekeeper, to its professional watches and chronographs designed for water sports and golf, the boutique brings the dynamic and contemporary world of the Maison to Sicily.
The partnership with Rocca further enhances the value of the opening. A leading name in luxury jewellery and watch retail, Rocca operates more than 40 boutiques in Italy and abroad, standing out for its selection of prestigious international brands, high-quality service, specialist assistance and an exceptional shopping experience.
With this new opening, TAG Heuer consolidates its presence in Italy and chooses Taormina as a new showcase for international luxury, creating a dialogue between Swiss precision, sporting elegance and the timeless charm of the Mediterranean.
