Right on time: TAG Heuer opens in Hammerson’s Bullring for debut standalone boutique in Birmingham

Hammerson has announced that luxury watch retailer, TAG Heuer, has opened at Bullring, debuting its new design concept and marking the brand’s first standalone showroom in Birmingham.

Located on Bullring’s upper level opposite Sky, the 1,400 sq ft boutique offers customers a fully immersive TAG Heuer experience. Designed by TAG Heuer’s in-house design and architectural team in Switzerland, this the first location to feature the brand’s innovative creative design concept which includes a large open façade, modern slick counters, and a seating area with books and memorabilia paying homage to the brand’s impressive 160-year heritage. 

TAG Heuer’s dedicated Bullring store showcases their full collection of luxury timepieces, with specialists on hand to demonstrate world-renowned Swiss watchmaking expertise. The boutique stocks the brand’s iconic ranges such as the TAG Heuer Carrera which celebrates its 60th anniversary this year, and the TAG Heuer Connected, which has been a pioneer in the luxury connected watch sector since 2015, as well as limited edition models.

Dan Murphy, General Manager, Bullring & Grand Central, said: “TAG Heuer opening a standalone store at 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.”

Rob Diver, Managing Director UK & Ireland at TAG Heuer, commented: “At TAG Heuer, 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.”

The opening of TAG Heuer follows the news of many exciting developments within Hammerson’s Bullring. KENJI, East Asian inspired homeware and lifestyle brand, launched their regional debut flagship late last year, whilst this summer JD Sports is set to unveil a new upsized store in the destination.