Meet Brice Tchaplyguine, the new managing director of Tag Heuer in Southeast Asia, South Korea and Australia

The business graduate was formerly the Tag Heuer general manager in the Middle East

Brice Tchaplyguine began his role as managing director for Tag Heuer in Southeast Asia, South Korea and Australia, on New Year's Day. Though unrelated, this coincides with a change of guard at the top for the brand: Julien Tornare, the former CEO of Zenith, became the CEO of Tag Heuer, taking over from Frédéric Arnault who is now CEO of LVMH Watches.

Tchaplyguine was in Kuala Lumpur recently for the official opening celebration of the Tag Heuer boutique in The Exchange TRX. The new 1,300sf address offers an elevated retail experience for fans of the Carrera and Monaco.

Photo 1 of 3 Tag Heuer in The Exchange TRX

Photo 2 of 3 Tag Heuer in The Exchange TRX

Photo 3 of 3 Tag Heuer in The Exchange TRX

Tchaplyguine, a graduate of France’s EDHEC Business School, moved from the Middle East where he was the general manager. Before that, he was the sales manager in Dubai.

“We’re thrilled to unveil our latest boutique at TRX, solidifying Tag Heuer's presence in the heart of Kuala Lumpur's luxury scene. TRX reflects the essence of sophistication and exclusivity, making it the perfect location for our boutique," said Tchaplyguine.

Brice Tchaplyguine, the managing director of Tag Heuer in Asia Pacifici

Above Brice Tchaplyguine, the managing director of Tag Heuer in Southeast Asia, Australia and South Korea

What was your first task as the new managing director?

The first thing I did was to get to know the team and promote a collaborative spirit. It was important to understand how the team work and communicate, and if necessary, fine-tune some of the processes.

I’ve also been travelling to understand the different markets—they may be in one region but the different markets have different challenges.

What do you look forward to now that you’re here?

Collaborate with the team to sustain the brand's growth in the region. Four years ago, Arnault put in place the strategy to elevate Tag Heuer as a high-end watchmaker, promoting high-value pieces like the Carrera and the Monaco. This is something we will continue to do.

Why was it important to position Tag Heuer as a premium brand?

It’s the right positioning because Tag Heuer is resilient, strong, and has a rich heritage. We possess strong expertise in avant garde innovation.

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Tag Heuer Carrera Chronograph with green dial. The model is inspired by the classic Dato a.k.a. Cyclop with a mono sub-dial and a date counter at ‘9’

Above Tag Heuer Carrera Chronograph with a green dial, unveiled at LVMH Watch Week 2024. The model is inspired by the classic Carrera Dato a.k.a. Cyclop with a mono sub-dial and a date counter at ‘9’.

What are the unique strengths of Tag Heuer?

Its combination of elegance and sports.

What do you like about the Tag Heuer boutique in The Exchange TRX?

It’s the perfect address to showcase our high-value timepieces in line with our mission to bring the best luxury experience in the best malls in Malaysia.

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Tatler Asia

Meet Brice Tchaplyguine, the new managing director of Tag Heuer in Southeast Asia, South Korea and Australia