TAG Heuer has opened its first standalone boutique in Birmingham’s iconic Bullring shopping centre, showcasing a sleek 1,400 sq ft store designed by the brand’s in-house team in Switzerland. The minimalist design combines grey tones with smoked mirrors and hints of blue, reflecting the brand’s Monaco heritage, while sustainably sourced stone and wooden elements pay homage to its Swiss roots of craftsmanship.
The boutique, located on level seven of the Bullring, offers a range of TAG Heuer’s renowned heritage timepieces, including the Carrera, which marks its 60th anniversary this year, and the TAG Heuer Connected, a trailblazer in the luxury connected watch sector since 2015. Visitors can immerse themselves in the brand’s DNA, either by exploring its celebrated collections or delving into its rich legacy through 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 iconic 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 at Hammerson, added: “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.”
