Watches of Switzerland, which has been a feature of Birmingham New Street since 1995, recently closed
Two shops on Birmingham New Street have been boarded up ahead of a new opening(Image: Emily Chaplin/BirminghamLive)
Two shops in Birmingham city centre have been boarded up as a familiar retailer heralds a ‘new era’ on New Street.
The units previously occupied by Body Shop and Watches of Switzerland were fenced off with white hoardings last week as workmen in hardhats were seen on the site.
The skincare company closed its long-standing New Street shop last year as part of a wave of nationwide cuts, which saw the closure of 75 branches.
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It was temporarily replaced by luxury accessories brand House of Tweed over Christmas, but the store shut down after a closing down sale in January, leaving the plot next to Blue Banana empty once again.
Watches of Switzerland, which has been a feature of New Street since 1995, was also recently listed as ‘permanently closed’ on Google.
Hoardings outside the double unit state that ‘a new era of elegance is coming soon to Birmingham’ under the Mappin & Webb brand(Image: Emily Chaplin/BirminghamLive)
But new hoardings surrounding the double unit suggest that that watch company has fresh plans for the site.
The signage states that ‘a new era of elegance is coming soon to Birmingham ‘ under the Mappin & Webb brand, which is a trading name of the Watches of Switzerland Company.
The hoardings reveal that a redesigned Rolex showroom is being developed at the site, with a ballpark opening date scheduled for late 2025.
Rolex is the leading name in luxury wristwatches. With the average Rolex watch costing around £9,000, the brand is widely seen as a symbol of wealth.
While the new Birmingham showroom is being built, shoppers have been redirected to the existing Goldsmiths Birmingham store, which is located inside the Bullring.
BirminghamLive has contacted the Watches of Switzerland Group for more details about its plans for the site.
It follows the recent opening of Rudell’s jewellers in the old Suit Direct shop next door on New Street in November.