Tudor Born to dare, on the Champs-Élysées
There is a palpable buzz in the air on this warm June evening along the Champs-Élysées. While sightings of sumo wrestlers are rare in Paris, it is indeed two fully attired champions who have drawn the crowd gathered around the red carpet outside No. 93–95.
Having traveled from Japan for the special tournament held at Accor Arena on June 13 and 14, the two athletes—revered as near-mythical figures in their homeland—were invited by Tudor, a partner of the Japan Sumo Association, to attend the inauguration of the brand’s new flagship boutique. Joining Tudor executives and representatives from Bucherer, the brand’s longstanding retail partner, they took part in the traditional ribbon-cutting ceremony.
Celebrating the shared values of Grand Sumo and Tudor—discipline, the pursuit of excellence, respect for tradition, and a spirit of innovation—the opening marks an important milestone for the watchmaker in France as it commemorates 100 years of history.
A Space Dedicated to the Tudor Universe
Much like the boutique unveiled on Rue de Rennes at the end of 2025, this new two-story address has been conceived as a complete immersion into the Tudor world. Designed in the brand’s signature palette, the interior is dressed in black from floor to ceiling, accented with touches of gray and Tudor red.
On the ground floor, visitors are greeted by a striking black-and-white image of Accor Arena emblazoned with the logos of Tudor and the Japan Sumo Association. From there, a sweeping staircase leads to the first floor, where a welcoming lounge-style boutique has been imagined as an elegant Parisian apartment.
Centered around a comfortable living-room setting and a generous bar overlooking the world’s most famous avenue, the space is punctuated by carefully chosen objects and imagery. A football, books, a model car displayed on shelving, a bicycle, and a surfboard mounted on the wall all reference Tudor’s involvement in professional cycling, football, rugby, Formula 1, and surfing, as well as its partnerships with the Dakar Rally and the Flying Bulls.
The space also pays tribute to Tudor ambassador David Beckham, who embodies the brand’s “Born to Dare” philosophy better than anyone. Supported by Bucherer’s expert teams—well versed in creating meaningful exchanges with watch enthusiasts—the boutique has been designed as a welcoming destination where visitors can gather and experience the Tudor way of life.
An Exclusive Look at the Latest Releases
Display cases spread across more than 100 square meters—even extending onto the bar itself—invite visitors to discover or rediscover Tudor’s iconic collections, alongside every new model unveiled this spring at Watches & Wonders Geneva, all within an intimate and inviting setting.
Guests can try on the latest additions to the Black Bay family, including the Black Bay 54 with its sapphire-blue dial, the Black Bay 58 featuring a new five-link bracelet and a METAS-certified movement, and the stealthy all-black Black Bay Ceramic.
Attention will also naturally turn to the latest sizes of the Tudor Royal collection, now offered in 30 mm, 36 mm, and 40 mm versions. Combining sporty elegance with refined sophistication, the collection includes standout pieces such as diamond-set bezel models and elegant steel-and-gold references. More than ever, this sport-chic line reflects contemporary tastes.
Visitors should also take time to discover the Tudor Monarch, one of the year’s most talked-about releases. The model encapsulates a century of innovation, craftsmanship, and watchmaking excellence, serving as a fitting tribute to the brand’s hundred-year legacy.
Tudor Pelagos Ultra
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