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TAG Heuer selects Birmingham's Bullring for new concept debut

Tom Shearsmith
06 February 2023

Luxury watch retailer TAG Heuer is set to open its first dedicated boutique in Birmingham at Bullring & Grand Central, marking its first store to feature a new design concept.

Located on the Bullring’s upper level, the 1,400 sq ft standalone boutique will elevate TAG Heuer’s presence within the destination, offering its customers a "fully immersive TAG Heuer experience".

The new Bullring boutique, opening in March, will also be the brand’s first location to feature its brand-new creative design concept. Further details on the concept are yet to be announced.

In-store timepiece specialists will be on hand to showcase world-renowned Swiss watchmaking expertise, including limited edition, novelty and unique pieces.

Rob Diver, Managing Director UK & Ireland at TAG Heuer, commented: “With its location in the heart of the city, Bullring was the clear choice for our debut TAG Heuer boutique in Birmingham. TAG Heuer already enjoys strong brand awareness and retail performance in the city, and we look forward to building on this by showcasing the best of our brand and catering to new and existing customers with a fully immersive luxury experience in a unique TAG Heuer environment.”

Toby Tait, Director Asset Management at Hammerson, added: “TAG Heuer’s new Birmingham boutique will further enhance Bullring’s line-up of luxury watch and jewellery retailers, a category which continues to perform well. This is just the type of international brand our customers have now come to expect as we continue to curate a real mix of high end, experience-led and innovative brands and concepts. We’re looking forward to the brand’s grand opening.”

This summer, JD Sports is set to unveil its new upsized store, more than doubling its space at the destination. JD Sports, which has been at Bullring since 2003, will create more than 40 new jobs when it upsizes. The larger store will also stock a wider range of products from brands such as Nike, Adidas, Under Armour, and Converse, covering footwear, fashion, and accessories.

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