TAG Heuer watch brand to open at intu Merry Hill

Luxury Swiss watch brand TAG Heuer has chosen the intu Merry Hill shopping centre for a new store in the West Midlands.

The boutique store will adjoin Ernest Jones at Merry Hill as part of a full refurbishment of one of the jewellery store.

It will be the latest retailer to open at the Black Country shopping centre since intu took full ownership last year and announced it would invest more than £100 million to introduce a string of improvements aimed at attracting a number of new retail and catering brands.

JD Sports has since expanded its intu Merry Hill store to create one of its largest shops in Europe and Five Guys, Virgin Holidays and River Island are among other brands to have taken new or extra space.

intu bought 50 per cent of intu Merry Hill in 2014 for £408m and the remaining half last year for £410 million.

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.”

The TAG Heuer Boutique is expected to open at Merry Hill next month.