Swiss watchmaker Tudor has found a new address, right in the heart of the most liveable city in the world. This week, leading specialist watch retailer, The Hour Glass and TUDOR announced the opening of Australia’s first TUDOR boutique at 257 Collins Street, Melbourne furthering the brand’s presence in the region that dates back to 1932.
“We’re delighted to be opening the first Tudor boutique in Australia and New Zealand. Located in the heart of Melbourne’s
luxury shopping precinct on Collins Street, the new Tudor boutique offers watch enthusiasts an immersive look into one of
the most exciting brands in contemporary watchmaking.” Michael Tay – Group Managing Director, The Hour Glass Limited.
The boutique which occupies the ground floor of Emirates House features an area of 60 square metres. On display are classic, sport, diving and heritage inspired watches, including the newly released TUDOR Royal line, a sport-chic watch with an integrated bracelet, signature-notched bezel and automatic movement, both versatile and affordable.
To further establish the brand’s distinctive image TUDOR has reimagined the architecture and design of its boutiques globally. The concept places TUDOR watches as the main focus of attention and expresses the character and identity of the brand. This new identity reinterprets the graphic principles within the retail environment. The TUDOR ambassadors are strongly featured and set the tone; making the space their own. Their achievements accompany the visitors’ experience. On a more technical level, the colour palette is inspired by the brand’s three iconic colours (black, red, white) and is presented in a range of materials. These materials are used in a clean, streamlined, uncompromising manner. Brushed black, transparent red and structured white: the colours become textures. This new concept allows visitor to be entirely immersed in the world of Tudor.