Watch enthusiasts can start to get excited as a new TAG Heuer store has officially opened in Watford.

The luxury watch brand - in partnership with the Watches of Switzerland Group - is now welcoming customers to its new store in intu Watford for the first time.

Covering 37 square metres of space, the store features a contemporary interior and offers over 150 timepieces, including TAG Heuer’s newest launches as well as models from the Carrera, Aquaracer, Monaco, Formula 1, Link and Autavia collections.

The store in the town is the final of three new TAG Heuer boutiques to open this summer, with two others having recently opened in Oxford and Kingston.

Following the opening in Watford, The Watches of Switzerland Group said it is "thrilled" to welcome new visitors to the TAG Heuer boutique.

Watford Observer:

Craig Bolton, executive director of the group, said: “We are delighted to announce the opening of a wonderfully modern TAG Heuer boutique in Watford’s iconic intu Watford and excited to see The Watches of Switzerland and TAG Heuer partnership continue to grow from strength to strength.”

Rob Diver, managing director of TAG Heuer UK and Ireland, added: “With the opening of the Watford boutique, we are delighted to be able to bring customers a full and immersive TAG Heuer experience.

"It is an exciting time as we look to grow our retail offering and activity around the UK with this new boutique, the final of three opened over the summer months with The Watches of Switzerland Group.

"As TAG Heuer already enjoys very high levels of awareness all over the country, we look forward to building on this even more by showcasing the best of TAG Heuer and this fruitful partnership.”