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Verrien | TAG Heuer, a high-end watch company, has a new store in the Birmingham Bullring.

Luxury watchmaker TAG Heuer has moving into Bullring in March and is counting on Bullring shoppers to support them as their Swiss watches can cost up to £5,000. The store, which is next to the Guardian bull monument, will introduce a new design idea for the corporation as a whole and serve as its first Birmingham “boutique.”

This will take the place of T2, an Australian business that entered the Bullring in March of 2017 and sold green tea, black tea, herbal tea, and organic tea in square, vibrant boxes.

Edouard Heuer established TAG Heuer as Uhrenmanufaktur Heuer AG in St-Imier, Switzerland, 163 years ago. This makes TAG Heuer older than M&S (1888), nearly as ancient as House of Fraser (1849), and Moss Bros (1851), but still a newborn compared to WHSmith (1792).

The letters stand for Techniques d’Avant Garde from TAG Group, which acquired a controlling interest in the business in 1985, about 40 years ago. Prior to the epidemic, the firm did operate a shop in Grand Central. In addition to selling limited edition watches and other timepieces with novelty value, its new Bullring store will also try to sell one-of-a-kind goods.

Bullring & Grand Central general manager Dan Murphy expressed his excitement at the company’s entrance, saying: “It’s terrific that we’re able to announce the news that TAG Heuer will be joining the centre next month further improving our line-up of luxury watch and jewellery merchants. We anticipate that the brand will be well-liked by our clients and are forward for the opening.”

Bullring & Grand Central was the obvious option for our premiere TAG Heuer boutique in Birmingham due to its location in the centre of the city, said Rob Diver, Managing Director UK & Ireland at TAG Heuer. In the city, TAG Heuer already has a strong presence in terms of brand recognition and sales performance, and we look forward to expanding on this by exhibiting the greatest aspects of our company and providing both potential and current clients with a completely immersive luxury experience in a distinctive TAG Heuer setting.

2018 saw the sale of a “Monaco” watch owned by Steve McQueen, hero of the 1971 film Le Mans, for a record-breaking $2,208,000 (now about £1.832 million).

Verrien | TAG Heuer, a high-end watch company, has a new store in the Birmingham Bullring.

By Rose Spencer

Rose is an experienced writer and a watch seller, making use of pop-up shops space. She got into watches thanks to her granddad, who introduced her to the wonderful world of watches. Two of them still collect watches together, and Rose is always on the lookout for rare watches (and colorful) varieties.

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