A jewellery retail chain has invested more than £1 million into its store in the Black Country.
Beaverbrooks has also partnered with famous Swiss watch brand TAG Heuer to launch its first standalone boutique shop in the Merry Hill shopping centre in Brierley Hill.
The company's existing store in the shopping centre has undergone an extensive refit and also added the new luxury boutique for the high-end brand's watches next door. The revamped store has also created a ‘diamond room' for shoppers looking to consult with the team in private.
Store manager Laura Alexander added: "Our team is so excited to be part of the first TAG Heuer boutique of its kind in Merry Hill.
"We look forward to continuing to demonstrate our commitment to building our expertise and providing the very best service to our customers.
Rob Diver, managing director of TAG Heuer UK and Ireland, said: "This is an exciting time for TAG Heuer as we continue to grow our retail boutiques around the UK, along with longstanding partner Beaverbrooks.
"This new boutique in Merry Hill will showcase the best of TAG Heuer and we are delighted to open bringing our customers the full TAG Heuer experience."
Merry Hill centre manager Jonathan Poole said: "In addition to the opening of our newly renovated Beaverbrooks store, we're excited to see the first of its kind TAG Heuer boutique open its doors in Merry Hill which allows us to further expand our luxury, fashion and jewellery offering at the centre."
Alistair Winning, asset manager with Sovereign Centros which manages the shopping centre, said: "Jewellery and watch demand remains buoyant so Beaverbrooks' upsized store comes at a great time with Christmas around the corner. We are pleased to see yet another premium brand reaffirm its commitment to the destination."
