For their first boutique in the United States, TUDOR chose NYC’s Meatpacking District as the location, and its bold presence articulates the brand well. The “Born to Dare” slogan is rendered in neon light as guests first walk in, and hangs near a custom module built to facilitate photos of watches on guests’ wrists. The brand’s three signature colors — black, red, and white — are translated as textures in the space, as the reds are transparent, the blacks satin or brushed, and the whites reserved for structures. The destination store offers a wide range of timepieces across the company’s lines and is currently the only place in the US where the Black Bay Fifty-Eight Bronze “Boutique Edition” can be purchased.