In early June, Swiss watch brand Tudor opened the "Tudor Boutique Shibuya" on Shibuya's Cat Street. To celebrate the opening of its sixth boutique in Japan, Tudor's global ambassador, David Beckham, visited the new store shortly after its opening. In the evening, he shared an exciting moment with guests in a space where the energy of Shibuya and the intensity of Tudor collide.

Courtesy of TUDOR
Courtesy of TUDOR
Courtesy of TUDOR
The Tudor Boutique Shibuya, Japan's largest, has a spacious two-floor display of the entire Tudor watch collection available in Japan. David was surprised when he climbed the stairs inside the store to see a large LED screen over four metres wide, which constantly displays videos that allow viewers to experience the brand's philosophy, #BornToDare. Located on the second floor, where ample light is let in by three fixed windows, the shoppers enjoyed casual conversation at the "watch bar," reminiscent of a bar counter.

Courtesy of TUDOR
David Beckham, visiting Japan for the first time as a Tudor ambassador, was greeted by VIP guests, celebrities and influencers at Shibuya's unique nightlife spot, where he spoke about his shared bold spirit with Tudor and his love of watches, engaging with the crowd. The atmosphere was filled with performances by a female singer with gospel roots, a DJ with a colorful visual and musical palette, and guests from diverse backgrounds. The venue's exterior was emblazoned with Tudor's iconic #BornToDare tagline, highlighting Tudor's presence in the heart of Shibuya.

Courtesy of TUDOR
Courtesy of TUDOR
Courtesy of TUDOR



Courtesy of TUDOR

TUDOR IS #BORNTODARE
Tudor's #BornToDare ethos reflects both the brand's history and its purpose today, telling the stories of the adventurers who have worn Tudor watches to accomplish extraordinary feats on land, sea, air, and even ice. It embodies the vision of founder Hans Wisseldorf, who created watches for those who endure extreme environments and continue to challenge themselves. It is a testament to Tudor's legacy as a revolutionary in watchmaking, one that continues to this day. Tudor's innovations are always in the spotlight, and the #BornToDare ethos is embodied by its ambassadors, who are, naturally, revolutionaries, including David Beckham.


ABOUT TUDOR
Tudor is a Swiss watch brand offering mechanical watches that combine unique value with sophisticated style and unwavering reliability. Tudor's origins date back to 1926, when a Swiss watch manufacturer first registered the name "Tudor" on behalf of Rolex founder Hans Wilsdorf. In 1946, Hans Wilsdorf founded Montres Tudor SA and re-registered it under his own name to produce pioneering timepieces with Rolex quality and reliability. Throughout its history, Tudor watches have been the watch of choice for the most adventurous adventurers and seasoned professionals. The brand's lineup includes iconic models such as the Black Bay, Pelagos, Heritage, and Ranger, and since 2015, the brand has been releasing a wide range of mechanical manufacture movement models with a variety of functions.