TAG Heuer opens a sixth boutique with Beaverbrooks in expanded Milton Keynes showroom


Beaverbrooks has relocated and doubled the size of its Milton Keynes showroom to create room for a TAG Heuer boutique along with large shop-in-shops and windows for Omega, Breitling and Tudor.

The new store in centre:mk opened on October 29 and represents an upgrade from a previous 1,300 square foot location to a 2,744 square foot double aspect site.


It is the sixth TAG Heuer boutique opened by Beaverbrooks in the UK.

Milton Keynes is one of two locations for a new luxury retail concept for Beaverbrooks called Loupe, which will both be anchored by Rolex.

The opening of both Loupe boutiques has been delayed, with Beaverbrooks managing director Anna Blackburn saying that the holdup is due to diverting investment into the new multibrand store.

“We are excited to be developing our new luxury diamond, jewellery and watch boutique brand, Loupe. While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique to make it an even more impactful and prestigious destination. We will now be launching Loupe in spring 2022 and look forward to introducing the new concept to market,” she tells WATCHPRO.

Beaverbrooks has reopened in Milton Keynes with space given over to branded Omega, TAG Heuer and Breitling boutiques.

Beaverbrooks in Milton Keynes now resembles a parade of branded boutiques, including a jewellery space with a special diamond consultation area.

“We are thrilled to be expanding our long-running and incredibly valued partnership with TAG Heuer to open a brand-new luxury boutique store in Milton Keynes. The new space in centre:mk is the perfect location for the store, and we look forward to continuing to provide outstanding levels of personal customer service, expertise and passion for luxury watches for our customers, both local and further afield,” Ms Blackburn says.

Rob Diver, managing director of TAG Heuer UK and Ireland, adds: “We are delighted to be opening a new TAG Heuer boutique in Milton Keynes with Beaverbrooks to further expand our retail network. Our ambition to open more boutiques enables us to talk to customers directly and offer a full TAG Heuer brand experience. We look forward to welcoming existing and new customers into the boutique over the busy holiday period.”


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