26th October 2022
Sovereign Centros has announced the opening of Beaverbrooks, the family-owned national diamond, jewellery, and watch retailer, within an upsized unit at Merry Hill, one of the top 10 retail and leisure destinations in the UK.

Launching the new 2,740 sq ft unit, partnering with world-renowned Swiss watch brand TAG Heuer for its standalone boutique, Beaverbrooks has invested over £1m to refit the Merry Hill store, demonstrating strong commitment to the destination. Shoppers in the Midlands will be able to explore a selection of TAG Heuer’s most anticipated launches and heritage pieces at the new boutique; as well as luxury watch brands, including OMEGA, Breitling, TUDOR and Gucci.

The refurbishment has also created a more immersive shopping experience, which includes an exclusive ‘diamond room’, ideal for customers looking to consult with the expert team to make a special purchase.

Anna Blackburn, Managing Director of Beaverbrooks, commented: “We are thrilled to be expanding our long-running and incredibly valued partnership with TAG Heuer to open its first luxury boutique in Merry Hill next to our refitted store there. Merry Hill is the perfect location for the new boutique, and with our new-look store with a dedicated ‘diamond room’ for browsing special items including our new ‘Essence’ diamond range and the extraordinary ‘Beyond Brilliance’ diamond collection. We’re confident the new store will be very popular with customers. We look forward to continuing to provide outstanding levels of personal customer service, expertise and passion for luxury watches and fine jewellery for our customers, both local and further afield.”

Alistair Winning, Asset Manager at Sovereign Centros, added: “Jewellery and watch demand remains buoyant, so Beaverbrooks’ upsized Merry Hill store comes at a great time, with Christmas around the corner. Their offer adds to the aspirational retail on Merry Hill’s upper level. We are pleased to see yet another premium brand re-affirm their commitment to the destination, delivering an enriched customer experience that visitors have come to expect from Merry Hill.”

This news follows a series of announcements for Merry Hill, including the milestone signing of the UK’s largest ten-bowling operator, Hollywood Bowl, for a 36,000 sq ft space on the destination’s upper level. British lifestyle brand, Ted Baker, have also recently signed at Merry Hill, marking over 176,000 sq ft of brand commitment at the destination since the start of 2022.

JLL and Time Retail Partners represent Merry Hill.