Tag Heuer has announced it has signed with Hammerson to open its first dedicated boutique in Birmingham and first store to feature a new design concept at Bullring and Grand Central.

Located on the Bullring’s upper level opposite Sky and Breitling, the 1,400 sq ft standalone boutique aims to “further elevate Tag Heuer’s presence within the destination, offering its customers a fully immersive Tag Heuer experience”.

The new Bullring boutique will be the brand’s first location to feature its brand-new creative design concept.

Tag Heuer is set to introduce the full collection of luxury timepieces to its Bullring boutique in March.

Toby Tait, director asset management, Hammerson, said: “Tag Heuer’s new Birmingham boutique will further enhance Bullring’s line-up of luxury watch and jewellery retailers, a category which continues to perform well.

“This is just the type of international brand our customers have now come to expect as we continue to curate a real mix of high end, experience-led and innovative brands and concepts. We’re looking forward to the brand’s grand opening.”

Rob Diver, managing director UK and Ireland at Tag Heuer, added: “With its location in the heart of the city, Bullring 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.”