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.
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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.
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.
See also: Tag Heuer Carrera celebrates 60 years of tearing up the tarmac