News 
To align with the schedule of the Formula 1 Japanese Grand Prix, TAG Heuer—official timekeeper of F1®—will host a pop-up store at The Stage on the 1st floor of the Isetan Shinjuku Main Building from Wednesday, March 25 to Tuesday, March 31, 2026.
This immersive pop-up space brings together the speed and passion of F1® with the Maison’s performance and precision. Visitors can experience everything from chronograph technology refined at the forefront of racing to the latest models and historical archives, all in one place. The event offers a multisensory journey into TAG Heuer’s philosophy of victory.
At the venue, guests can also test their own speed and accuracy using the “BATAK” reaction training system, a device used by F1 drivers for reflex training.
This seven-day event provides a unique opportunity to fully immerse yourself in TAG Heuer’s motorsport DNA.
| TAG Heuer Pop-Up Store | |
| Dates | Wednesday, March 25, 2026 – Tuesday, March 31, 2026 |
| Location |
Isetan Shinjuku Main Building, 1st Floor, The Stage 3-14-1 Shinjuku, Shinjuku-ku, Tokyo Tel: 03-3352-1111 |
March 24, 2026
