Henrik Lundqvist, New York Rangers goalkeeper at home with the new connected iTAG displays.

With just a few clicks on the iPad built into the display, the customer can select his or her favourite models, browsing by either the brand's themes or product collection.

Thanks to an ingenious system which synchronises the iPad and the iTAG, the watches, on a pivoting support, appear instantly lit up on the display, allowing them to be easily accessed and appreciated.

Customers can also transfer their selection to a mobile device, which allows them to extend their purchasing experience outside of the store when they log into my tagheuer.com