Reading Sees Retail Boost as National Jeweller Invests £900k in Major Store Refurbishment and New Watch Boutique

15 Jun 2023

Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has invested £900,000 with a significant refurbishment of its Reading store which has also seen the introduction of a brand new TAG Heuer Boutique - a first for the city. 

Beaverbrooks unveiled the refitted store with new adjoining TAG Heuer Boutique, situated in Reading’s bustling Oracle Shopping Centre, on Friday 9 June. The new dedicated TAG Heuer boutique will provide shoppers with access to a selection of the luxury Swiss watch brand’s most anticipated launches and heritage pieces.

With the refitted store’s dedicated ‘diamond room’, Beaverbrooks’ team of experts will assist customers with those extra special engagement and wedding ring purchases, positioning Beaverbrooks as a true diamond and wedding destination in Reading. 

Shoppers will be able to browse Beaverbrooks’ exceptional own brand diamond range, including the newly launched ‘Starlit’, a uniquely designed 15-piece collection representing the stars that light the universe. Also available will be ‘Essence’, a diamond jewellery collection with breath-taking sparkle and a story behind every single design, and ‘Beyond Brilliance‘ – exclusively designed for Beaverbrooks’ 100th Birthday and the only diamond cut of its kind in the world. 

Beaverbrooks will also be the only stockist of diamond brands ‘Royal Asscher’, ‘Hearts On Fire’, and Canadian brand ‘Maple Leaf’ – a unique offering that isn’t available anywhere else in the city.   

On top of its extensive collection of diamonds, jewellery, and TAG Heuer watches, the new 2,345 sq, ft retail space will house an impressive bridal collection, in addition to pieces from brands such as Gucci, Bremont, Raymond Weil, Longines, Tissot, BOSS, Garmin and Vivienne Westwood. 

With around 15 million shoppers visiting the Oracle Shopping Centre each year, expanding its retail space will see Beaverbrooks cement its position as a leading diamond, watch and jewellery destination in the shopping centre and wider region.

Boasting 85 stores across the UK, the national jeweller has continued to expand its luxury offering over recent months – the new TAG Heuer Boutique is the 13th addition to the Beaverbrooks portfolio and will create four new jobs in the area.

Anna Blackburn, Managing Director at Beaverbrooks, said: “We are thrilled to be expanding our long-running and incredibly valued partnership with TAG Heuer to open Reading’s first luxury boutique in the Oracle Shopping Centre, which is the perfect location, and will complement our refurbished store. 

“In addition to a new luxury watch experience, we are excited to give shoppers access to our diamond and bridal team expertise and latest stunning ranges in our refitted store’s dedicated diamond room. We’re confident the new store will be popular with customers – both local and further afield – and look forward to continuing to provide outstanding levels of customer service, while showcasing our expertise and passion for luxury watches and fine jewellery.”

Christina Ohlen, Store Manager at Beaverbrooks Reading, said: “Our team is so excited to be part of the first TAG Heuer boutique in Reading and we look forward to continuing to demonstrate our expertise and providing the very best service to our customers. The new boutique will offer an elevated, luxury experience, so we’re pleased to be able to officially open our doors and welcome new and existing customers.”

Rob Diver, Managing Director – UK & Ireland at TAG Heuer, said: “We are delighted to be opening this new TAG Heuer boutique in The Oracle Centre in Reading in partnership with Beaverbrooks. This new space will enable us to offer our customers a fully immersive in-store brand experience in the region, and is part of a continued exciting journey with Beaverbrooks as the fourth boutique to be opened in 2023 already.”

The refurbished Beaverbrooks store and new boutique are now open in the Oracle Shopping Centre.

View Beaverbrooks’ and TAG Heuer’s full collections

Source: Beaverbrooks