New store opens in the Bullring and customers say it’s “a bit like going back in time”

A new store has opened in the Bullring, which customers describe as “a bit old-fashioned”. Swatch has opened a 74 m² store on the upper west floor of the shopping centre.

The new Swatch store features more than 500 different products from the Swiss watch brand, including a “selection of classic styles and modern options from a range of collections.” Swatch was previously located outside of the East Mall and the new store marks a return for the brand.

The store, located next to the Lego Shop, has replaced Design 44, an independent pop-up gift shop that moved in in July 2023. Shoppers looking for the Bioceramic MoonSwatch Collection, the Swatch x Tate Collection or the Bioceramic Scuba Fifty Fathoms Collection will find what they are looking for in the new branch.

Read more: Long-established shop on New Street in Birmingham closes for good and says “Thank you for all your love”

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One shopper quipped about the Bullring’s announcement: “Cool! But kind of old fashioned. When is Tie Rack coming back?!” Tie Rack was a shop that sold ties, handkerchiefs and more on the upper floor of the Bullring before it closed in 2013.

Design 44’s six-month Bullring pop-up closed on December 31, with the store announcing: “Apparently our store has been rented by a big brand with a lot of money, so unfortunately we have to move out.” Design 44 thanked “fantastic customers” for their support.

According to Bullring, the new Swatch store, as well as new Zara and Clarks stores, have “demonstrated the appeal of Bullring”. Toby Tait, director of asset management at Hammerson, commented: “As part of the strategic repositioning of Bullring and Grand Central, we have introduced key brands, new concepts and events to this site.”

“This has enabled us to increase footfall and turnover from our tenants year on year and we continue to attract first-class brand partners. Zara’s reinvestment alongside exciting new concept stores from Swatch and Clarks demonstrates the attractiveness of Bullring and confirms the success of our strategic direction.”

The new Swatch store will be open Monday to Friday from 10 a.m. to 8 p.m., Saturday from 9 a.m. to 8 p.m. and Sunday from 11 a.m. to 5 p.m.