The new site will be located in the Intu Chapelfield shopping centre in the centre of Norwich.
The 22.12 square meter site features a contemporary design that uses the “iconic red” shade that is reflective of the brand’s motoring heritage.
It will feature a selection of the watchmaker’s “most anticipated launches and most loved heritage pieces”.
Recent launches available include the redesigned Tag Heuer Carrera Chronograph collection that showcases advanced watchmaking technology and the HEUER02 movement, as well as the TAG Heuer Connected with Wear OS by Google.
The classic Aquaracer, Monaco, Formula 1 and Autavia collections will also be featured.
Rob Diver, managing director of TAG Heuer UK and Ireland, said: ”We are delighted to be opening this new Norwich boutique with Beaverbooks. This store will enable us to offer customers a full and immersive in-store TAG Heuer experience in East Anglia.
“We are on an exciting journey with Beaverbrooks, with this, the first of two boutiques to be opened over the coming months. As TAG Heuer already enjoys very high levels of awareness all over the country, we look forward to building on this even more by showcasing the best of TAG Heuer and this valued partnership.”
Anna Blackburn, managing director of Beaverbrooks, said: “We’re excited to build on our longstanding partnership with TAG Heuer by opening a new premium boutique store in Norwich. Intu Chapelfield is a vibrant retail destination so we are delighted to expand our luxury portfolio within the shopping centre, providing customers with exceptional levels of personal customer service, expertise and passion for luxury watches.
“The new boutique will be a welcome addition to our network of 70 stores nationwide and our third TAG Heuer boutique in the UK, offering a combination of premium quality products and immersive customer experience.”