Watches and Wonders Geneva might be over, but Tudor’s pop-up boutique remains up and running. Located at Place de Longemalle in downtown Geneva, this cozy retail space is open to the public through the end of April. It’s open Monday - Saturday from 10am to 6:30pm (6:00pm on Saturdays). The Bucherer-run boutique has a good portion of Tudor’s catalog on display, including all of their 2023 novelties. During Watches and Wonders, we got a chance to visit the boutique and try on all of Tudor’s new releases: the Black Bay 54; Opaline dial Black Bay GMT; refreshed Black Bay 41; and more. If you missed Watches and Wonders, the Tudor pop-up is a cool alternative – and it’s still open!
What to Expect at the Tudor Pop-Up
We arrived at the pop-up around 10:15am: shortly after opening. Unsurprisingly, there was a line out the door. While I can’t speak to the current crowd levels, I’m confident that they’ve died down since Watches and Wonders. To pass the time, I poked my head into F.P. Journe where I was politely but promptly shooed away. Luckily, the line moved fast and we made it inside within a few minutes.
Once inside, you’ll notice display cases along the left wall. These contain Tudor’s new releases. At the end of the narrow room, there are larger display cases that contain the remaining models. Here you can speak with a Tudor representative to try on and/or purchase the watches of your liking (depending on availability). In our case, there was a makeshift line/blob that slowly moved toward the back of the room. Once there, we asked for the works. The Tudor reps were happy to let us try on literally every new watch. They were extremely helpful and excited to talk about the new releases.
What Makes the Tudor Pop-Up Special?
Tudor was created as an accessible alternative to Rolex. While this once meant a significant delta in quality (specifically with Tudor’s use of ETA movements), the brands are now closer in quality than ever before. Still, Tudor remains the more accessible brand in many ways. Of course, their watches are more affordable than Rolex. Beyond that, they’re physically available to touch, try on, and purchase at authorized dealers/boutiques such as this pop-up. What better place to do so than the heart of Geneva? I highly recommend taking a look at Tudor's Geneva pop-up while you have the chance.