National jewellery and watch retailer Beaverbrooks last week made changes to its lineup in Milton Keynes, adding a new Tag Heuer boutique and increasing its store size in the Buckinghamshire town.

Milton Keynes was touted earlier in the year as one of two locations set to gain a Loupe store.

Loupe is Beaverbrooks’ new high-end luxury retail conceptProfessional Jeweller found out about the project in its Big Interview with Beaverbrooks’ MD Anna Blackburn and chairman Mark Adlestone at the time of its announcement.


Now, however, the retailer has confirmed to PJ’s sister title WatchPro that the opening of both Loupe boutiques has been delayed, with Beaverbrooks managing director Anna Blackburn saying that the holdup is due to diverting investment into the new multi-brand store.

She said: “We are excited to be developing our new luxury diamond, jewellery and watch boutique brand, Loupe.

“While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique to make it an even more impactful and prestigious destination.

“We will now be launching Loupe in spring 2022 and look forward to introducing the new concept to market.”

Blackburn alongside Mark Adlestone

Beaverbrooks in Milton Keynes now resembles a parade of branded boutiques, including a jewellery space with a special diamond consultation area.

Blackburn continued: “We are thrilled to be expanding our long-running and incredibly valued partnership with Tag Heuer to open a brand-new luxury boutique store in Milton Keynes.

“The new space in Centre:MK is the perfect location for the store, and we look forward to continuing to provide outstanding levels of personal customer service, expertise and passion for luxury watches for our customers, both local and further afield.”