Bucherer opens world’s first side-by-side Rolex and Tudor boutiques

Bucherer/Tourneau opened a side-by-side Rolex and Tudor boutique in Manhattan's Meat Packing district this summer.

Bucherer has opened side-by-side Rolex and Tudor boutiques in Manhattan’s Meatpacking District, the equivalent of London’s Shoreditch of the Northern Quarter in Manchester.

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 authorised dealers including Watches of Switzerland Group and Beaverbrooks in the UK.


Uniquely, Bucherer, has positioned Tudor and Rolex next door to each other in the gentrified Meatpacking enclave of lower west Manhattan.

The stores are currently being described as being opened by Tourneau, the 30 store network acquired by Bucherer in 2018.

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.

Bucherer’s chief commercial officer Patrick Graff has confirmed to WATCHPRO that Tourneau’s Time Machine in midtown Manhattan will be open by the end of August.

It will be the first store to be renamed as Bucherer before the name spreads across Tourneau’s 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.

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  1. Whilst no doubt expensive and attractive it’s all been done before and sorry. to me it lacks creativity and originality. I’d have thought an F1/Flight simulator, a seating area like Virgins Space Vehicle a great connection and a fit out by Oyster Yachts?


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