TAG Heuer chooses intu Merry Hill for first West Midlands store

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intu Merry Hill Shopping Centre. Picture by Shaun Fellows / Shine Pix

TAG Heuer has chosen intu Merry Hill for its first store in the West Midlands ahead of a multi-million pound investment programme at the shopping centre.

The luxury watch brand’s boutique store will adjoin Ernest Jones at intu Merry Hill as part of a full refurbishment for one of the jeweller’s most successful stores.

It will be the latest retailer to open there after 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 purchased 50 per cent of intu Merry Hill in 2014 and the remaining half last year as part of its commitment to enhance the centre’s retail and leisure mix.

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.”

TAG Heuer Boutique will launch at intu Merry Hill next month.