Midlands Gets Retail Boost as National Jeweller Invests Over £1m at Merry Hill

25 Oct 2022

Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has put significant investment into its Merry Hill store in addition to partnering with world-renowned Swiss watch brand, TAG Heuer, to launch its first standalone boutique in the popular shopping centre.

Following a total investment of over £1.8m the jeweller’s existing store in the shopping centre – which was unveiled on Friday 21 October – benefitted from an extensive refit and upscaled its footprint in the shopping centre with the introduction of a new luxury boutique from the premium watchmaker.

Creating new jobs in the region, shoppers in the Midlands will be able to explore a selection of TAG Heuer’s most anticipated launches and heritage pieces at the new boutique – as well as luxury watch brands, including OMEGA, Breitling, TUDOR and Gucci.

Located next door to the brand-new boutique, the existing Beaverbrooks store has undergone a significant refurbishment to create a more immersive shopping experience and showcase the retailer’s jewellery and watch expertise to customers.

The revamped store has also introduced an exclusive ‘diamond room’, ideal for shoppers looking to consult with the expert team and make that special purchase. Within the retail space there are dedicated Luxury Swiss watch brand shop-in-shops, providing customers with a wide range of luxury watches to browse. Alongside a range of luxury bridal pieces, shoppers will be able to choose from an extensive selection of diamonds, jewellery and watches from leading brands, including the first-of-its-kind diamond collection, ‘Beyond Brilliance’. The store will also stock Beaverbrooks’ ‘Essence’ range, the jewellers’ latest diamond addition.

The improved retail space and new boutique, which opened in time for the Christmas season, is set to become a leading watch and jewellery destination within the West Midlands. With over 1.8million shoppers a month, Merry Hill is a popular retail unit which will surely benefit from the enhanced store and luxury boutique.   

With 70 stores across the UK, the national jeweller has continued to expand its luxury offering over recent months – the new TAG Heuer boutique is the ninth addition to the Beaverbrooks portfolio and the fourth to be opened by the brand over the last year.

Anna Blackburn, Managing Director of Beaverbrooks, said,

“We are thrilled to be expanding our long-running and incredibly valued partnership with TAG Heuer to open its first luxury boutique in Merry Hill next to our refitted store there.

“The shopping centre is the perfect location for the new boutique, and with our new-look store with a dedicated ‘diamond room’ for browsing special items including our new ‘Essence’ diamond range and the extraordinary ‘Beyond Brilliance’ diamond collection. We’re confident the new store will be very popular with customers. We look forward to continuing to provide outstanding levels of personal customer service, expertise and passion for luxury watches and fine jewellery for our customers, both local and further afield.”

Laura Alexander, Store Manager at Beaverbrooks Merry Hill, said,

“Our team is so excited to be part of the first TAG Heuer boutique of its kind in Merry Hill. We look forward to continuing to demonstrate our commitment to building our expertise and providing the very best service to our customers. We know the new boutique will offer an elevated, luxury experience to shoppers here and we’re so pleased to be able to open our doors to customers ahead of Christmas. We have an exceptional offering at the store, which includes a private dedicated ‘diamond room’ for those extra special, personal purchases, as well as our brand-new ‘Essence’ diamond collection.”

Rob Diver, Managing Director of TAG Heuer UK and Ireland, added,

“This is an exciting time for TAG Heuer as we continue to grow our retail boutiques around the UK, along with longstanding partner Beaverbrooks. This new boutique in the Merry Hill Shopping Centre in Brierly Hill, will showcase the best of TAG Heuer and we are delighted to open bringing our customers the full TAG Heuer experience.”

Jonathan Poole, Centre Manager at Merry Hill, said,

“In addition to the opening of our newly renovated Beaverbrooks store, we’re excited to see the first of its kind TAG Heuer boutique open its doors in Merry Hill, which allows us to further expand our luxury, fashion and jewellery offering at the centre.

“TAG Heuer is a brilliant luxury Swiss watch brand opening just in time in the lead up to Christmas, as shoppers look to tick off their shopping lists in the weeks to come, providing even more choice for shoppers ahead of the festive season.”

The revamped store and new boutique officially opened to customers on Friday 21 October, and TAG Heuer’s collection of watches can also be found on Beaverbrooks website. 

View Beaverbrooks 

Source: Beaverbrooks