Bucherer brings Formula 1 to Covent Garden with immersive Tudor racing pop-up

Bucherer has launched an immersive Tudor Formula 1 pop-up at its Covent Garden boutique, offering visitors a chance to experience the world of motorsport as the Swiss watchmaker celebrates its partnership with the Visa Cash App Racing Bulls Formula One Team.

Open to the public until 26 August 2026, the interactive installation transforms part of the boutique into a Formula 1-inspired space featuring a range of hands-on experiences.

Visitors can test their skills on an arcade racing machine, pose alongside a life-size Formula 1 driver mannequin and try on branded racing helmets and race suits, bringing fans closer to the excitement of the paddock.

The activation highlights Tudor’s ongoing involvement in Formula 1 through its partnership with the Visa Cash App Racing Bulls Formula One Team, which began in 2024 as the brand marked its return to top-tier motorsport. The collaboration sees Tudor branding featured on the team’s race cars and drivers’ suits, reflecting the watchmaker’s long-standing connection with competitive racing.

Tudor’s motorsport heritage stretches back to the late 1960s, when it supported the Tudor Watch Racing Team during the golden era of endurance racing. More recently, the brand lent its name to the IMSA TUDOR United SportsCar Championship before returning to Formula 1 with Visa Cash App Racing Bulls.

The partnership reflects Tudor’s ‘Born To Dare’ philosophy, with the brand backing a team it believes embodies the determination and ambition to challenge established competitors on the Formula 1 grid.

Alongside the racing-themed experience, visitors can also explore Tudor’s latest watch collections within the Bucherer boutique, connecting the brand’s sporting heritage with its contemporary mechanical timepieces.