In a first for an establishment watch brand, Tudor is making all of its new launches available on the first day of Watches & Wonders (W&W), the trade fair that is the watch industry’s largest. The trade fair opens in the morning of Monday, March 27 and starting at noon the same day, the entire Tudor line-up of new models will be available at its pop-up store in downtown Geneva.

Located off the city’s main shopping street of Rue du Rhône, the Tudor pop-up store is situated right beside the F.P. Journe boutique. It will be the first store in Switzerland to offer the Black Bay 58 Bronze (pictured above), a model available only in Tudor boutiques.

While historical practice for the watch industry was to introduce new models in spring and have them available in stores in summer or later, availability has been slowly inching forward as watch brands realise the advantage of having watches for sale as soon as they are visible online.

While W&W remains a trade fair for industry insiders, namely retailers and journalists, to see new products, Tudor’s pop-up store essentially makes its “novelties” available to the public at the same time. It is not unimaginable that one day new models will be available on the spot at W&W or its future equivalent.

Pop-up details

Operated by Swiss retailer Bucherer, the pop-up store opens on the first day of Watches & Wonders, Monday, March 27, 2023 at from 12 pm. It will be open from Monday to Saturday for a month.

Place de Longemalle 15
1204 Geneva
Geneva, Switzerland

For more, visit Tudorwatch.com.