Tourneau has opened side-by-side Rolex and Tudor boutiques in Manhattan’s Meatpacking District.
It is the first Tudor boutique in the United States, but will not be the last because the Rolex SA-owned watchmaker is rapidly rolling out monobrands across Europe in partnership with authorized dealers.
Uniquely, Tourneau, owned by Switzerland-based Bucherer, has positioned Tudor and Rolex next door to each other in the gentrified Meatpacking enclave of lower west Manhattan.
Together, they occupy retail space of 4,000 square feet. They have their own entrances, but are connected within the showroom.
“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. These new boutiques are a testament to the longstanding partnership between Rolex, Tudor, and Tourneau,” says Ira Melnitsky, Tourneau CEO.
Tourneau Time Machine
The opening of this Rolex/Tudor showroom is not the only big news for Tourneau this summer.
It will be the first store to be renamed as Bucherer before the name spreads across Tourneau’s 30 store network, most likely arriving in Las Vegas next.
While Time Machine is expected to be designed entirely by Bucherer, and will not have the usual branded shop in shops so favored by Swiss watchmakers, the Meatpacking showroom is all Rolex and Tudor but with an American twist and with sensitivity to the historic building in which it is situated.
Rolex Meatpacking District Boutique
The frontage of the store has large floating glass displays suspended by bronze tubes.
Inside, American walnut wood is used to create the grid ceilings, while floors use terrazzo tile and the walls are in travertine limestone.
The same limestone is used for stairs up to a floating ledge that winds its way around the entry space to the main customer lounge, which is anchored by a unique ‘Verdi Alpi’ marble wall.
Hidden sliding doors in dividing walls can be closed to create private areas for VIP viewings.
A custom stucco design, which is inspired by the New York skyline and incorporates watch components, is featured on a wall in a back lounge space.
Both the Rolex and Tudor boutiques have their own bar areas.
Tudor New York Boutique
Tudor’s store is more edgy and skews a little more towards a younger customer.
The brand’s Born to Dare lights up the entryway in neon light. And there is a special photo gadget so customers can take Instagrammable photos of a watch on their wrist.
A one-of- a-kind pop-up filter displays the Tudor shield logo, complementing red mosaic glass and vitrines that line exposed brick walls and reminding people of the industrial past of the Meatpacking District.