It is one of the busiest times of the year in Geneva, off the back of a huge week of the annual Watches & Wonders fair that takes place to showcase the world's leading watch and jewellery manufacturer's latest creations. The city is abuzz with journalists, buyers, and collectors immersing themselves in the sprawling world of watches for an entire week, so what better opportunity to shop them while you're viewing them in real time? This is the approach Tudor has taken this year, by opening a pop-up in Geneva.

For the first time ever, the watch brand is opening a boutique during Watches & Wonders (and the month following), making it the only location on the planet where the entire range of Tudor novelties will be available from the day of the announcement of the new watches for 2023.

This means that all current models and each new release from Tudor this year will be available to shop and view, even the coveted Black Bay 58 Bronze Boutique Edition will be available at the pop-up, which is a first in Switzerland for the brand.

Starting on Monday, March 27, the pop-up boutique will be open to the public and will run for a month for maximum shopping time.

The pop-up can be found at Place de Longemalle, right in the heart of downtown Geneva, which is reportedly just around the corner from the exact location where the Tudor brand was born almost a century ago. It will be open Monday through Saturday for a month, from 10am to 6.30pm, giving shoppers the unique chance to see all of the new watches in person, and potentially even take home your own. For those in Geneva who are watch fans but don't have access to the Watches & Wonders 2023 fair, this is a unique opportunity not to be missed.