Tudor open Geneva pop-up store to sell latest releases from Watches and Wonders

Luke Benedictus

As you’re probably aware, the world’s biggest watch fair, Watches and Wonders, starts on Monday. Hundreds of shiny, new timepieces will be revealed from some of the biggest brands around. But after the initial hullabaloo over these new releases dies down, if you actually want to buy one of the pieces, you can often face a lengthy delay. Even if you manage to dodge a waiting list, the watches might not be made available in your country for a number of weeks or months. This year, however, Tudor has found a way around this frustration – for residents of Geneva at least. That’s because for the first time ever, Tudor is opening a pop-up boutique during Watches and Wonders to sell their new product.

The pop-up will be the only location on the planet where the entire range of Tudor watches will be available from the day of the announcement of the new watches for 2023. Starting at 12pm on Monday, March 27, the pop-up boutique, full of all Tudor’s watches, will be open to the public. It will be found at Place de Longemalle, right in the heart of downtown Geneva, a stone’s throw from the exact location where the Tudor brand came to life nearly a century ago. It will be open Monday through Saturday for a month, from 10am to 6.30pm (until 6pm on Saturdays), giving you the chance to not only see the new watches in the metal – but even perhaps leave with one on your wrist.

At this stage, no one knows yet what Tudor will be releasing. Could there be additions to the Pelagos line in the form of a chronograph or GMT? Could Tudor’s slimline caliber MT5402 that first appeared in the Black Bay 58 start to appear in other Black Bay pieces? Only time will tell. But whatever is revealed on Monday, the pop-up store in Geneva will be the fastest way to secure one of the new watches before the rest of the world catches up.