MERRY Hill has welcomed a new TAG Heuer boutique to the mall as part of a major revamp at the centre’s Beaverbrooks jewellery store.

Family-owned national diamond, jewellery and watch retailer Beaverbrooks has invested more than £1million into its existing store at the mall as well as partnering with world-renowned Swiss watch brand TAG Heuer to launch a standalone boutique outlet in the centre.

The new boutique is located next to the existing Beaverbrooks store which has undergone an extensive refit and increased its footprint in the centre.

The revamped store, which was unveiled on October 21, also has an exclusive ‘diamond room’ for shoppers looking to make a special purchase, plus dedicated luxury Swiss watch brand shop-in-shops and a range of luxury bridal pieces.

Beaverbrooks bosses hope the revamp and new TAG Heuer boutique will see the store become a leading watch and jewellery destination in the West Midlands.

The new TAG Heuer boutique is the ninth addition to the Beaverbrooks portfolio and the fourth to be opened by the brand in the last year.

Rob Diver, managing director of TAG Heuer UK and Ireland, said: “The new boutique in the Merry Hill shopping centre will showcase the best of TAG Heuer and we are delighted to open bringing our customers the full TAG Heuer experience.”

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 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.”

Jonathan Poole, Merry Hill centre manager, added: “TAG Heuer is a brilliant luxury Swiss watch brand opening just in time in the lead up to Christmas.”