Tag Heuer said it aims for the 30.67sqm store to welcome customers in the “spirit of the brand” and features a contemporary design and its “iconic” red reflective branding.
The boutique will offer both the watchmaker’s newest launches and “most-loved” heritage pieces.
Recent launches include the redesigned Tag Heuer Carrera Chronograph collection with HEUER02 movement, as well as the Tag Heuer Connected with Wear OS by Google and immersive sports experiences.
The store will display these releases alongside the classic Aquaracer, Monaco, Formula 1 and Autavia collections.
Rob Diver, managing director of Tag Heuer UK and Ireland, said: “We are delighted to be able to bring the customers of Leicester a full and immersive Tag Heuer experience with the opening of this new boutique.
“It is an exciting time as we seek to grow our retail offering and activity around the UK, with this new boutique, our second of 2020 and the fourth Tag Heuer boutique in partnership with Beaverbrooks.”
Anna Blackburn, managing director of Beaverbrooks, added: “We are excited to be expanding our long-running partnership with Tag Heuer with the opening of a brand-new luxury boutique store in Leicester.
“Highcross is a vibrant retail destination so we are thrilled to be able to develop our relationship with such an aspirational brand, providing outstanding levels of personal customer service, expertise and passion for luxury watches for the local community. The boutique will be a welcome addition to our network of 70 stores.”