Watchlords

Tudor Unveils Retail Locations Across the United States as Part of Brand Expansion

https://hypebeast.com/2023/4/tudor-unve ... -locations

Interestingly, I don't want to be immersed in Tudor's brand universe. I want to go into a Tudor AD jeweler, buy the Tudor I want, and get the fuck outta there.

Bold move amidst signs — including this one — that the passion for Tudor and sales are wavering.

Perhaps Tudor has a surprise in store for us? IME boutique brand stores are suggestive of a high range offering. Beretta stores are where 100K rifles and shotguns go to strut and Seiko stores are where 350K Credors and 60K GSs go on display.

But Tudor pulling that sort of stuff might dilute Rolex which given supply shortages might not be a bad thing. But without a high end surprise I can’t see how it would be much different from a Ball or Oris brand store which fills me with ennui.

Hawk wrote: ↑

April 23rd 2023, 6:14am

Perhaps Tudor has a surprise in store for us? IME boutique brand stores are suggestive of a high range offering. Beretta stores are where 100K rifles and shotguns go to strut and Seiko stores are where 350K Credors and 60K GSs go on display.

But Tudor pulling that sort of stuff might dilute Rolex which given supply shortages might not be a bad thing. But without a high end surprise I can’t see how it would be much different from a Ball or Oris brand store which fills me with ennui.

I think you're spot on — the boutiques are in decidedly upscale locales and recent Rolex-esque offerings suggest Tudor is adjusting the yute market demographic to bring in some older folks' money. The crown's investment in Tudor's independence, what with independent facilities, roll-out and marketing expenditures, and whatnot, making the enterprise too big to fizzle, I expect a brand ambassador or two from the old guard will join the marketing campaign accordingly to establish a market for some higher end offerings to come, indeed.