Goldsmiths Doubles Down on Merry Hill with Massive New Luxury Watch Destination

Midland's prominent Merry Hill mall continues to demonstrate its appeal as a premier retail destination, with British jeweller Goldsmiths unveiling a significantly expanded new unit. This move marks another strategic upsize within the top 10 super-regional centre, reinforcing a trend of substantial investment from leading brands.

Goldsmiths' impressive new 6,000 sq ft store is strategically located in the heart of the Upper Mall, directly opposite the highly anticipated new M&S launch. This expansive footprint, achieved by merging two existing units, more than doubles its previous 2,700 sq ft space. The state-of-the-art facility boasts a key corner position, allowing for a striking full glass wrap-around façade that enhances its visibility and aesthetic appeal.

Inside, the newly designed store elevates the luxury shopping experience with an enhanced offering. It features a substantially larger, dedicated Rolex room, alongside sophisticated branded areas for other esteemed watchmakers including Omega, TAG Heuer, Tudor, Longines, and Tissot. Further enriching its comprehensive collection, the store proudly introduces dedicated sections for Rolex Certified Pre-Owned timepieces and Longines branded areas, providing an even more extensive and diverse range of watches for discerning customers.

Goldsmiths’ significant investment is not an isolated incident but rather indicative of a broader pattern of growth at Merry Hill. Over the past 12 months, other major retailers and service providers such as Footasylum, Costa, and EE have similarly expanded their presence, each investing heavily in upgrading and enhancing their in-store experiences to meet evolving consumer expectations.

Alistair Winning, Asset Manager for operator Sovereign Centros from CBRE, underscored the importance of this development, stating: “The arrival of Goldsmiths’ upsized store has been a much-anticipated addition, highlighting our tenants’ dedication to investing in Merry Hill.” He further added that by expanding, Goldsmiths is playing an even bigger part in fulfilling visitors' demand for premium jewellery, attributing Merry Hill’s consistent success in this category to a deep understanding of what its catchment wants to spend its money on.