TAG Heuer opens in Hammerson’s Bullring for debut standalone boutique in Birmingham

Located on Bullring’s upper level opposite Sky, the 130 sq m 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.

“At TAG Heuer, we place a key focus on strategic locations.”, adds Rob Diver, Managing Director UK & Ireland at TAG Heuer. “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.”