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Luxury watch retailer, TAG Heuer, has announced that it will be opening a boutique at Bullring & Grand Central later this year.

The new boutique will be the first dedicated TAG Heuer location in Birmingham and located on the upper level opposite Sky and Breitling. The new unit will offer a fully immersive TAG Heuer experience across 1,400sq ft of space and will be the brand’s first location to feature its new creative design concept.

Demonstrating a pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies for 163 years, TAG Heuer is set to introduce the full collection of luxury timepieces to its boutique when it opens in March. In-store timepiece specialists will be on hand to showcase world-renowned Swiss watchmaking expertise, including limited edition, novelty and unique pieces.

Dan Murphy, General Manager at Bullring & Grand Central, commented: “It’s fantastic that we’re able to share the news that TAG Heuer will be joining the centre next month further enhancing our line-up of luxury watch and jewellery retailers. We expect that the brand will certainly prove popular with our customers and look forward to the grand opening.”

Rob Diver, Managing Director UK & Ireland at TAG Heuer, added“With its location in the heart of the city, Bullring & Grand Central 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.”

The news of TAG Heuer’s boutique opening follows last month’s announcement that the world’s most advanced virtual reality experience, Sandbox VR, will be joining the centre later this year. During 2023, Bullring & Grand Central will also welcome a new Marks & Spencer, Tessuti and upsized JD Sports alongside new two leisure operators - Lane7 and TOCA Social.

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