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Published
Dec 7, 2021
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Goldsmiths lands in Leeds, Leicester, TAG Heuer heads to Guildford

Published
Dec 7, 2021

The luxury jewellery and watch sectors are currently enjoying impressive runs of success. And none more so than at high-flying Watches of Switzerland, which is deep in expansion mode.


Goldsmiths' new Leicester showroom


The group has just announced yet more openings, two for its Goldsmiths brand, and one for its high-end watch partnership with TAG Heuer.

The TAG Heuer boutique opens on the high street in Guildford, Surrey, featuring an 86 metre contemporary space, making it one of its larger monobrand boutiques. The interior reflects the brand’s motoring heritage with tones of grey and dashes of red.

Over 130 timepieces are available including TAG Heuer’s newest launch of the Carrera Three Hands collection.


TAG Heuer's new Guildford store


Over at Goldsmiths, the brand has opened its doors in both Highcross, Leicester, and the White Rose Shopping Centre, Leeds “to reveal dynamic new designs and shopping experiences”.

The latest openings follow recent debuts in Lincoln, Braehead, Brighton, Canterbury, and Reading.

These new expanded showrooms boast a fresh interior concept, as well as a line-up of luxury timepieces and fine-jewellery brands. Goldsmiths says it has created “a retail environment of the future — embracing a modern and relaxed way to browse”.

Both the Leicester and Leeds retail concepts feature an increased focus on luxury watch brands “through a relaxed, inclusive and experiential in-store environment that reinforces Goldsmiths’ position as the leading destination for luxury watch and jewellery enthusiasts”.

“This is a significant milestone for Goldsmiths,” said Craig Bolton, executive director of the Watches of Switzerland Group. 

“Luxury today has become far more relaxed, inclusive, and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make everyone feel valued and at home when visiting our stores. Our ambition is for everyone to have a memorable luxury experience long after they’ve made their purchase. We believe the repositioning and new store concept will transform not just the Goldsmiths profile and experience but bring some fresh life to our high streets”.

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