Watch retailer Tourneau has opened a new Rolex boutique as well as the first-ever Tudor boutique in the United States.
Located side by side in New York City’s trendy Meatpacking District, in a 4,000-square-foot space at 29–35 9th Ave., the Rolex and Tudor boutiques each have their own entrance and are connected within.
“We are pleased to be opening our first adjoining Rolex and Tudor boutiques in downtown Manhattan, a move that is an exciting part of Tourneau’s growth and will provide an environment that suits this landmark district in both design and experience,” said Ira Melnitsky, CEO of Tourneau, in a statement. “These new boutiques are a testament to the longstanding partnership between Rolex, Tudor, and Tourneau.”
The Rolex boutique uses a blend of modernism and traditionalism overall, echoing the brand’s aesthetic and its famous crown logo, which adorns the store’s back wall. Floating glass display cases suspended by bronze tubes line the storefront, along with bronze mesh. Other watch display cases are lined in taupe leather and finished with bronze trims. American walnut wood is used to create the grid ceilings, while the floors and stairs are made with terrazzo tiles and the walls with travertine limestone. Sliding doors can be used as dividing walls to create private areas for VIP viewings.
Next door, a pop-up filter boldly displays Tudor’s iconic shield logo, while the brand’s “Born to Dare” slogan is immediately visible in a neon sign that lights up the boutique’s entryway. The decor is in the brand’s classic colors—red, white, and black—with red mosaic glass and vitrines lining the brick walls of the boutique.
The Tudor boutique offers a range of unisex timepieces, including a variety of classic, sport, diving, and heritage-inspired watches. The recently released Black Bay Fifty-Eight Bronze “Boutique Edition” will be exclusive to the location for now, according to the brand. A custom fixture allows shoppers to take pictures of watches on their wrists.
The Switzerland-based Bucherer purchased New York–based Tourneau in 2018, with a mission to expand in the U.S. market. Tourneau currently operates more than 30 locations in the U.S., while Bucherer runs 36 boutiques in Europe.
Top: The Tourneau Rolex boutique in New York City’s Meatpacking District (all photos courtesy of Tourneau)
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