Aurum to open TAG Heuer’s biggest UK monobrand store in Sheffield

TAG Heuer Meadowhall rendering

TAG Heuer’s largest monobrand boutique in the UK will open later this year in Sheffield.

The store is being built and operated by Aurum Holdings, owner of Watches of Switzerland, Goldsmiths and Mappin & Webb.

It is scheduled to open in August, according to a TAG Heuer spokesperson.

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While sales for luxury Swiss watches are booming in London, TAG Heuer and Aurum have committed to a 1820 square foot store in Meadowhall, the largest shopping centre in Yorkshire, which has ambitions to become the fourth largest indoor mall in the UK by 2021.

Meadowhall, which is owned by British Land, announced a £60m interior refurbishment in 2015, which allow some retailers to install double-height shop fronts.

The first phase was completed in April this year and the second phase is scheduled to be ready by early 2018.

The TAG Heuer boutique is expected to open this adjacent to an existing Goldsmiths store.

The cost of the new shop has not be revealed, but Meadowhall says that retailers have invested £16 million since its refurbishment programme began in 2015.

Monobrand stores, either managed directly by brands, or created by retail partners such as Aurum Holdings and The Watch Gallery (now owned by Bucherer), are a growing part of the retail landscape across the UK.

Large, monobrand, stores offer a different experience for devoted fans of a brand, Brian Duffy, chief executive of Aurum Holdings told WatchPro in May. “The bigger the boutique you have, the bigger the stock you have, then the better stock there will be there. That just happens naturally.  As far as the customer is concerned, it is very important that when they come into one of our monobrand boutiques, they feel they are in a fully branded environment,” he explained.

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