Taking A Time Out At Tudor’s First US Boutique

Taking A Time Out At Tudor’s First US Boutique

Making quite the entrance, Tudor has opened its first (and only) US boutique in the heart of New York City's Meatpacking District. Opened in collaboration with Tourneau|Bucherer, the experiential new store is sure to be a staple in the watch community.

By Jessica “J.J.” Owens

As a brand known for its ability to take risks and have fun, Tudor’s boundary-pushing nature is on full display at its latest location in New York City’s Meatpacking District. Located at 29-35 Ninth Avenue, Tudor doubles the magic of the retail experience by sharing the 4,000 square foot space with its sister-brand Rolex.

The immersive boutique welcomes not only Tudor-loyalists but also first-time purchasers. Moreover, the store is filled with relics of Tudor’s rich history, making it an ideal spot for those looking to learn and love the brand.

First Impressions

This fall has seen many watch brands re-open a renovated boutique or open new ones; thus, finding a way to set oneself apart can be a challenge. But by welcoming guests with a bold neon sign emblazoned with its iconic slogan, “Born to Dare,” Tudor’s first-ever US boutique certainly met that challenge with flying colors.

While many watch boutiques have an undeniable intimidation factor, Tudor’s latest location is far from the norm: the space is designed with a desire for all visitors to interact with the brand’s timepieces and story. One unique aspect of the boutique – my personal favorite – was the very Instagram-able try-on module that allows customers to slip their wrist into a Tudor and snap a photo. A clever addition that will help boost Tudor’s brand awareness, this try-on station also adds an interactive edge that you don’t see in every watch boutique.

In The Details

With watch sales reaching unprecedented heights and model availability sometimes frustratingly low, it was incredibly refreshing to walk into the Tudor Boutique and be able to purchase a watch. Plus, seeing a healthy stock of not only classic pieces but also boutique exclusives is sure to leave clients pleasantly surprised at the readily available selection.

Furthermore, the rugged and edgy nature of the brand comes through in its décor and makes the Tudor side of the boutique feel more down-to-earth, providing a welcome contrast to the walnut wood floors and marble walls of the Rolex half. Additionally, complementing the industrial attributes of the Meatpacking District, the store is accented with exposed brick walls, finishes in Tudor’s signature red, and a brushed black espresso bar that doubles as the ideal spot to view the latest Pelagos or Black Bay.

Finishing Touches

Finally, with the prevalence of online shopping, the small details found only in a brick-and-mortar store, such as the try-on module or the brand’s historical photos, are what enrich the experience. And this new Tudor Boutique reminds us all how enjoyable it is to go try on a watch you’ve been eyeing – and the wave of excitement that encompasses you when you get to see it in-person for the first time.

The Tudor Boutique Tourneau is located at 29-35 Ninth Avenue in New York City. For more information, visit the Tudor website.

(Photography by Liam O'Donnell)

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