Let's go to the Tudor Boutique! Experience the customers' love for watches at the event in Nagoya

Last December, Tudor Boutique opened its first street-level store in the Tokai region and the eighth in Japan in Sakae, Nagoya. As a member of the Chronos Japan editorial team, I was invited to an event held at the boutique in January 2025. Although I was invited as part of the media, the event was not for the press but for Tudor customers, and CEO Eric Pearson was also in attendance. Not only was I able to touch and feel Tudor watches, including new models, but I also had the opportunity to interact directly with Tudor-owning watch enthusiasts, which was a truly enjoyable experience.

Tudor holds event at Nagoya boutique

　Tudor "re-entered" Japan in 2018, opening a freestanding store in Tokyo's Ginza district the following year. Since its arrival, the brand has expanded its sales channels in proportion to its growing recognition within Japan. On December 13, 2024, Tudor will open its first freestanding store in the Tokai region and its eighth store in Japan in Sakae, Nagoya. The interior, based on Tudor's iconic black and red colors, embodies the brand philosophy of "BORN TO DARE," which is rooted in people who take on new challenges every day, and the vision of founder Hans Wilsdorf. The store also features a cutting-edge bar counter, a first for Japan.

　An event was held at the Tudor Boutique Nagoya. I was invited as a member of the editorial team of Kronos Japan, but since I was filling in for the editor-in-chief, Masamasa Hirota, who was scheduled to travel, I ended up attending without any prior information about the event. At first, I thought it might be an event for the press, but it was actually an event for customers, invited mainly by Tudor, and there were only a handful of media attendees, including myself.

　CEO Eric Pearson also came to Japan to participate in the event. The event was a huge success, with customers interacting with the CEO, touching and feeling Tudor watches, including new models, and even showing off their watches to each other. As a watch lover myself, and despite being a media reporter, I got so excited talking about Tudor with the other attendees that I was unable to take proper photos, but I'd like to share my report on the event.

The "Flamingo Blue" model was also at the event.

　A large number of participants had gathered inside the spacious store. After a brief greeting from CEO Eric Pearson, the event immediately began with interaction with customers. At events like this, key people from the brand tend to give lengthy speeches (which of course is interesting in its own way, as it allows you to hear from people in the home country who you don't normally get to hear directly), but the fact that they cut it short and started interacting was typical of the user-friendly Tudor brand.

　Pearson was wearing the Black Bay Chrono "Flamingo Blue," which was just released in January of this year, and let me touch it. I forgot to take a photo, but the matte turquoise blue dial had a different feel to any previous Black Bay Chrono.

　Also, since Tudor customers were gathered together, I was able to see many of the watches they own, which was a fun experience that I don't usually get at the press events I attend.

　The participants were wearing a variety of models, and one customer was wearing a new model for 2024 that I had never seen before, so I was able to take a photo of him.

　There was also a customer who said, "I used the engraving service, so I'm waiting for delivery." Apparently, Tudor stores offer a service where customers can engrave any text they like onto their products, and while they usually receive their engraved products on the spot, delivery is taking longer due to machine maintenance. However, we discussed how this "waiting" time can be fun, too.

　During the event, it was great to be able to touch and feel the models that caught my eye. Of course, only models that were in stock were available, but there were also models that will be released in 2024, and I had fun trying them out together with the customers.

　Although I have some personal friendships with watch enthusiasts, as an editor at a watch magazine, I rarely have the opportunity to interact with end users. Therefore, participating in this event, where I was able to hear from end users, was a great learning experience for me as an editor, and at the same time, it was fun as a watch enthusiast to see that the customers had an attachment not only to Tudor watches but also to watches in general, and to be able to have lively discussions about watches.

　The reason for the support from watch enthusiasts and other customers is the distinctive features of Tudor watches. Tudor watches are not only designed with practical features like water resistance and anti-magnetic properties in mind, but also incorporate designs and concepts that skillfully utilize the company's archives. The details, which hint at a historical connection to Rolex but also exude a unique character, are particularly appealing to watch enthusiasts. Moreover, these products are offered at reasonable prices. The watch market is currently experiencing rapid growth, and competition is intensifying as various brands offer a wide variety of models. However, Tudor has maintained its dominance by establishing a unique positioning that attracts watch enthusiasts through its many merits.

Check out Tudor watches in our boutiques

　We have published a report on an event held at Tudor Boutique Nagoya, which opened in December 2024.

　Even if you are not attending an event like this, we encourage you to stop by a Tudor store or authorized retailer. Although some products may be out of stock, they are not as scarce as Rolex, and you can see a variety of models in-store, making this a good opportunity for those considering purchasing a watch.

　If possible, try on a model that catches your eye on your wrist. You'll feel closer to its practicality and thoughtful design.