Since its founding in 1926, TUDOR is a Swiss mechanical watch brand beloved by navies, explorers, and seasoned professionals around the world. Its philosophy of unwavering reliability and style for the adventurous has long been at the brand's core.

And this summer, TUDOR will take a new step forward. It will host its world's first new-concept pop-up store at the Elephant Space on the first floor of DOVER STREET MARKET GINZA in Tokyo's Ginza district. The store will run from July 18 to August 5, 2025. Visitors will be greeted by a striking worldview that breathes Tudor's unconventional aesthetic.

Courtesy of TUDOR
The "Elephant Space," where the pop-up will take place, is a unique exhibition space that is symbolic of DOVER STREET MARKET GINZA. This summer, its interior will be decorated in vivid pink and turquoise blue, boldly transformed into a fantastical and provocative space. Surrounding the space are pink and turquoise flamingos flapping their wings freely. They usher in a new world of time, full of playfulness and aesthetic sensibility, woven by two striking models from Tudor's special collection, Daring Watches: the Black Bay Chrono "Pink" and the Black Bay Chrono "Flamingo Blue."

Courtesy of TUDOR
"Flamingos are not blue." However, the color "flamingo blue" could only be described as the shimmering turquoise of the shallow tropical waters where they love to congregate. We deliberately chose an "impossible" color and made it a reality. This is the essence of TUDOR's "BORN TO DARE" philosophy. Go beyond conventional wisdom and believe in your own unique choices. TUDOR is saying that beauty lies in that boldness.

Courtesy of TUDOR
The venue where this world-first initiative will be realized is DOVER STREET MARKET GINZA, a London-based concept store directed by Comme des Garçons' Rei Kawakubo. Based on the theme of "Beautiful Chaos," this space intertwines fashion, art, architecture, and sculpture, where all creations, from streetwear to fashion houses, are carefully selected with a unique perspective. In a unique space that stimulates all five senses, this pop-up will beautifully showcase TUDOR's unprecedented aesthetic.

Courtesy of TUDOR
The courage to take on challenges. The determination to be different. And the joy of being bold. This summer in Ginza, you will experience more than just a watch exhibition. TUDOR promises to pay homage to all those who take on challenges. This spirit will dance colorfully through the space, along with the flapping wings of flamingos.