Beaverbrooks opens new store and watch boutique

Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has made its biggest investment of the year with a relocated Newcastle store and the introduction of a luxury watch boutique.

Following investment of £1.4m, the retailer unveiled its refitted, upscaled new store location on Hotspur Way in Eldon Square Shopping Centre on 23 November, including a new, adjoining 600 sq ft TAG Heuer boutique – the 14th TAG Heuer addition to the Beaverbrooks portfolio. 

The relocated 1,330 sq. ft. Beaverbrooks store features a new dedicated ‘diamond room’ and specialist diamond areas where a team of experts will assist customers with those extra special engagement and wedding ring purchases.  

Shoppers will be able to browse Beaverbrooks’ own brand diamond range, including the newly launched ‘Starlit’, a 15-piece collection representing the stars that light the universe. Also available will be ‘Essence’, a diamond jewellery collection, and ‘Beyond Brilliance‘ exclusively designed for Beaverbrooks’ 100th birthday and the only diamond cut of its kind in the world.  

Beaverbrooks will also be the only jeweller in the city centre to stock diamond brands ‘Royal Asscher’ and ‘Maple Leaf’, as well as offering watches from Baume and Mercier, Rado and Tissot.

Boasting 87 stores across the UK, the Beaverbrooks has continued to expand its luxury offering over recent months – with the new TAG Heuer Boutique taking the retailer’s total to 21 dedicated luxury watch boutiques. The investment in the store and new boutique will create four new jobs in the area. 

Anna Blackburn, managing director at Beaverbrooks, said: “As we approach our 45th anniversary in Newcastle in January, this investment into the future of Beaverbrooks and Newcastle is a particularly exciting one for us. 

“We are over the moon to be expanding our long-running and incredibly valued partnership with TAG Heuer to open a new boutique in the city. We’re confident the new store will be popular with customers – both local and further afield – providing them with access to our diamond and bridal team expertise and latest stunning ranges. We look forward to continuing to provide outstanding levels of customer service, while showcasing our expertise and passion for luxury watches and fine jewellery.” 

Rob Diver, managing director of TAG Heuer UK and Ireland, added: “We are excited to continue our retail expansion plan with the opening of the first ever TAG Heuer Boutique in Newcastle with long standing partner Beaverbrooks. The new boutique is located in the city’s prominent shopping centre, Eldon Square, and will offer the full TAG Heuer experience with the brand’s renowned collections along with Special Editions.  

“The team will welcome new customers into the boutique sharing their expertise in the search of the perfect timepiece, just in time for the festive period.”