TAG targets Birmingham with first West Midlands store


Luxury watch brand TAG Heuer has ramped up its UK retail presence with its first store in the West Midlands.

The company has launched a shop in the Merry Hill centre in Brierley Hill, which is now under the full ownership of shopping mall giant Intu.


Intu has promised to carry out more than £100m worth of improvement work in a bid to attract new brands, with TAG among a raft of recognised consumer names signing up to the scheme.

TAG’s store has opened next to jewellery chain Ernest Jones as part of a full refurbishment of the unit, according to the Birmingham Post.

Nick Round, regional director at Intu, said: “Intu Merry Hill demonstrates our strategy to bring together a strong leisure and retail mix across our portfolio of shopping centres, with a number of exciting improvements planned to ensure it is the stylish and sought-after destination that will help brands to flourish and make our customers smile.

“This includes enhancing the centre’s catering offering and attracting more high-end aspirational retailers like Tag Heuer, which is the latest brand to select the centre as the right location to attract customers from across the West Midlands for the first time.”

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