Hot Spot: Watchmaker TUDOR opens its first immersive pop-up in Paris

Unveiled in early December, TUDOR chose the famous Champs-Élysées avenue as the setting for its ephemeral boutique.

Author By Marie-Caroline Selmer

A first. While the Swiss watch brand has developed over the years by relying on the strength of a network of partners and multi-brand retailers, it is now time for renewal, for the search for a demanding and authentic experience that will strengthen the ties between the company and its customers. To achieve this, TUDOR has chosen the pop-up format, which is ideal for presenting the different collections in a setting that reflects its image, mixing atmospheres, while at the same time highlighting the icons of the house.

By partnering with DUBAIL, TUDOR has succeeded in creating a central boutique – what better location than on the Champs-Élysées? – entirely customized to the brand’s codes and its Born to Dare slogan. From the outside, the brand’s logo in the shape of a giant shield catches the eye and sets the tone. The 237 square meter space, with its contemporary decor and red and black lights, offers a real immersion into the world of TUDOR and its five-star ambassadors: David Beckham, Lady Gaga and the All Blacks team.

The wall displays the emblematic models that have made the company famous, and the new versions echo them, such as the Pelagos FXD, developed in collaboration with the French Navy, which was released last November to great acclaim. The highlight of the experience? The first automatic watch dispenser that injects just the right amount of surprise into the place, shaking up the sometimes too serious codes of watchmaking. A setting that perfectly suits the Black Bay Fifty-Eight Bronze Boutique Edition, launched in July 2021 and offered exclusively in France at this point of sale.

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