Feb 7, 2023
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TAG Heuer Bullring boutique will be first to feature its new creative concept

Feb 7, 2023

Luxury watch brand TAG Heuer has big retail plans for Birmingham’s Hammerson-operated Bullring & Grand Central mall.  It will open the brand’s first dedicated boutique in the city and it becomes its first store to feature a new creative design concept.


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

It will introduce the full collection of luxury timepieces to the boutique in March. In-store timepiece specialists will be on hand “to showcase… limited edition, novelty and unique pieces.

Rob Diver, Managing Director UK & Ireland at TAG Heuer, added: “With its location in the heart of the city, Bullring was the clear choice for our debut 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 environment.”

Toby Tait, Director Asset Management for Hammerson, said: “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.”

This summer, JD Sports is set to more than double the space of its flagship store to 27,500 sq ft in the Bullring & Grand Central mall. Hammerson said the move was “a clear signal of the destination’s strength as well as a firm commitment to Birmingham as a thriving city”.

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