Editor’s Note
Tudor expands its Spanish presence with a new flagship boutique in Madrid’s upscale Salamanca district, marking its second location in the country following its Barcelona debut.
A new luxury store has landed in Madrid’s Salamanca district, brought by Tudor, the exclusive Swiss watch brand, which is opening its first boutique in the capital. The store is located at an iconic corner between Serrano and Hermosilla streets and is the brand’s second location in Spain. Tudor already has another store on Barcelona’s Paseo de Gracia, which was inaugurated by former footballer and brand ambassador David Beckham.
The 25-square-meter boutique features an innovative design, including several counters for the latest watch releases, an exhibition table, and a bar, one of the brand’s signatures. Tudor aims for customers to feel at home and enjoy a drink or coffee while choosing their favorite watch model.
The century-old watch brand is in a phase of expansion and already has 250 boutiques and more than 1,100 points of sale worldwide, with a special emphasis on the United States and Asia.
This firm was founded in 1926 by Hans Wilsdorf, the founder of Rolex, with the idea of offering watches with quality similar to Rolex but at a more affordable price (€3,000 to €6,000). The two firms share some elements—such as durability and finish quality—but Tudor uses cheaper mechanisms, achieving lower costs than Rolex without sacrificing much in quality.
The boutique is managed by Rabat, the brand’s official distributor, and is located at the epicenter of the Golden Mile, where the most exclusive high jewelry, watchmaking, and fashion stores and the most expensive brands like Louis Vuitton, Chanel, and Cartier are also located. In fact, Tudor is located right next to the Suárez jewelry store—on the other corner of Serrano and Hermosilla—which opened its establishment last March with a store designed by Bruno Moinard, the fetish interior designer for major brands.
The boutique offers models that can only be purchased physically in the store, in addition to the newly launched designs from the Ranger range with white and black dials, designed to withstand the most extreme conditions for the boldest lifestyles. The firm’s motto is “Born To Dare,” meaning “Born to take risks,” so its prototypes are aimed at adventurous men and women, in contrast to the more classic style of the Rolex brand.
Until last year, Tudor was sold only through retailers and independent sales spaces located in other stores—like El Corte Inglés—but the firm has made a qualitative leap by betting on these flagship boutiques, where only watches from its own brand are sold to reflect its image and philosophy, strengthen its identity, and launch exclusive products.
With this opening, Madrid climbs a new step as the capital of luxury shopping, attracting premium tourists who spend seven times more than conventional ones. These are demanding and well-informed consumers who seek a connection with the firm and personalized treatment, which is why boutiques have become emotional spaces, like the one Tudor just opened on Serrano.
