If you want to become a serious luxury watch collector at a sensible price, Tudor is the brand you go for. But not because you want to cut corners, or gain entry to a club you can’t afford the fees for. When you buy a Tudor, you’re buying quality craftsmanship, impeccable design, and in-house movements. You’re buying statement pieces like the Black Bay Bronze, a heritage luxury dive watch that commands instant respect from those in the know. And you’re buying performance. Tudor watches are built to act in extreme environments. So when you’re not showing it off in the boardroom, you can take your North Flag to the North Pole. Or your Pelagos into the deep ocean.
Tudor’s success can be measured in movements. In 2015, just two years after re-launching in the United States and one year after its UK rebranding, Montres Tudor SA debuted the polar-exploration-themed North Flag watch. Inside was its first ever in-house movement. Pelagos and Black Bay models with in-house movements soon followed. And what the smart watch enthusiast had known for years suddenly became common knowledge: there’s no excuse for not having a Tudor in your collection. These Swiss luxury watches are the genuine article, conceived, perfected, and built to please an audience that wants to cut no corners.
If Tudor’s success is a story told by its movements, then its ambitions are clearly stated on the dials. The majority of Tudor’s lineup proudly bears the ‘Chronometer Officially Certified’ blazon on its impeccably legible faces. Two lines of text you never thought you’d see on a luxury watch in this price range. Two lines of text you always assumed Rolex was keeping for itself. But times have changed. And Tudor is effortlessly keeping pace.
If you’re the kind of guy who’d rather rock a piece with personality, Tudor’s your brand. Its luxury watches have the efficient quality of much more expensive options. Its designs turn heads without being showy, or pretending to be something they’re not. And that’s the beauty of this brand, which has quietly revolutionised the way we see luxury tool watches. While other companies concentrate on appearance or seniority, Tudor gets on with the serious business of making dive watches that dive, and exploration watches that can handle the hazards of the real world.
For all its tough-looking sportiness, you’ll never find a Hublot at the polar ice cap. But Tudor went there in 1952, when 30 of its watches accompanied British scientists on their North Greenland Expedition. And it was Tudor’s Submariners that were chosen as the official Marine watch of the USAF, the French Marine Nationale, and the navies of South Africa and Argentina. In fiction, James Bond chooses Rolex. In reality, he’d probably be wearing a Tudor.
The genius of Tudor is more than just its ability to combine an entry-level price point with the durability and sophistication of its parent brand. These are luxury watches with their own flavour and feel. Bold, where Rolex is subdued. Bright, where Rolex is restrained. And just a little bit retro, where Rolex strives for timelessness. The Tudor collection is all about pushing the buttons that made you a watch lover in the first place. And giving you the extra satisfaction of knowing that your bronze dive watch, on its military-style fabric strap, is also the embodiment of modern functionality.
Don’t make the mistake of thinking Tudor watches are a substitute for Rolexes. They’re the king-size brand’s younger, fresher, more muscular brother. And while they’ll always look good with a suit, where they really want is to be out in the fresh air. On deck. Or sitting at the beach bar in a far-flung destination. These are luxury tool watches to enjoy. Leave your shirt at home, and show off the Tudor shield.