TAG HEUER opens first standalone boutique in “iconic” Birmingham Bullring

TAG Heuer, the luxury Swiss watchmaker, has announced the opening of its first standalone boutique in Birmingham’s Bullring.

Echoing the modern spirit of TAG Heuer, the boutique spanning over 1,400 sq ft was conceptually developed by the watchmaker’s in-house design and architectural team in Switzerland to elegantly combine touches of the brand’s rich heritage and avant-garde spirit.

Located on level seven of the Bullring, the boutique offers a selection of TAG Heuer’s heritage timepieces including the Carrera and the TAG Heuer Connected, which has been a pioneer in the luxury connected watch sector since 2015.

Visitors to the new boutique can immerse themselves in the TAG Heuer DNA, whether following the boutique layout through the brand’s celebrated collections, or enjoying the legacy with visuals, books and memorabilia in a dedicated corner seating area.

Rob Diver, managing director UK & Ireland at TAG Heuer, said: “We place a key focus on strategic locations. It was a clear choice to grow the brand’s presence in Birmingham and open our first standalone boutique within the Bullring.

“With this new opening and launch of our creative design concept, we are eager to enhance our consumer experience with existing customers and welcome new customers into our immersive store.”

Toby Tait, director asset management, Hammerson, commented: “TAG Heuer opening a standalone store at the Bullring further elevates the destination’s luxury shopping experience, and strengthens our line-up of premium watch and jewellery retailers.

“The debut of this innovative design concept, combined with TAG Heuer’s collection of iconic watches, makes for a great addition to Birmingham’s retail scene, brought about by Hammerson’s drive to evolve what is already one of the UK’s most exciting places to visit.”

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