The Genius of Tudor / Rolex Marketing

[lightspire]

It's so interesting how Rolex uses Tudor to test new watch designs, materials, and ideas for sales and marketing. For example check out how well the new Tudor marketing / sales approach is working:

• Put the watches in store, then do the launch, and sell them on the same day VS show at Basel then in store 6 months later
  
• Give Media / Instagram / Bloggers early access to continue to reverberate the marketing message for days afterwards
  
• Drives sales to create new owners who then post photos and perpetuates the cycle

I would argue that the Tudor BB58 Blue is the biggest launch of 2020 - the images, wrist shots, and write-ups are everywhere dominating watch related media and the only difference is... it's blue.

For comparison puruse the Introducing Section of Hodinkee - anything particularly memorable? Are there watches I like more than the Tudor BB58 Blue? Perhaps - but for impact - wow "Chapeau!" Rolex / Tudor.

[Burlington]

They have got some excellent marketing brains for sure.

But which technical or design features have gone Tudor to Rolex ? I don’t know the answer, but would have expected it to go more Rolex to Tudor for watch design, materials and features ?

[TellingTime]

Now if Rolex rolls out the much anticipated new sub, case, movement and color....watch out below...I think the Tudor BB58 Blue is just a warm up for whats coming from the King!

[Overwound]

Originally Posted by TellingTime

Now if Rolex rolls out the much anticipated new sub, case, movement and color....watch out below...I think the Tudor BB58 Blue is just a warm up for whats coming from the King!

Could be! Tudor and Rolex showed this before with their dueling GMT releases so maybe it's time for Rolex to match with their own version.

[interestedwatcher]

You aren't wrong. I mean I don't hate it, but it's simply the same watch - but blue?

[Dan Pierce]

Originally Posted by interestedwatcher

You aren't wrong. I mean I don't hate it, but it's simply the same watch - but blue?

If Rolex added the same color change to the SS Sub heads [and the inter webs] would explode.
dP

[Stevec14]

Originally Posted by Dan Pierce

If Rolex added the same color change to the SS Sub heads [and the inter webs] would explode.
dP

It’s the same the watch world over. Look at the BLNR a few years back. A bi-colour bezel and a change in gmt hand from blue to green and the world explodes.

If they did the same sub as today in blue instead of black it would be interesting to gauge the reaction.

The fact the whole world has been in lockdown with no new models helps I would expect however. If they had changed one piece of wording on the dial I suspect some of us would have been frothing at the mouth....

[interestedwatcher]

Originally Posted by Stevec14

It’s the same the watch world over. Look at the BLNR a few years back. A bi-colour bezel and a change in gmt hand from blue to green and the world explodes.

If they did the same sub as today in blue instead of black it would be interesting to gauge the reaction.

The fact the whole world has been in lockdown with no new models helps I would expect however. If they had changed one piece of wording on the dial I suspect some of us would have been frothing at the mouth....

If you look at the Hulk (which I believe was not particularly liked to start with), that was just a colour change, but it had a bit more going on as well - that sunburst green dial has a real layer of complexity to it. I would love to see the Tudor in the flesh to understand if it has a bit of that kind of magic to it, but in all the pictures it just looks blue, but sort of dark enough you could mistake it for black.

I don't think Rolex will dabble with blue, they seem to use that on the PM and two tone models unless I'm mistaken? and if not blue (or green) what other colour could they use?

[Stevec14]

Originally Posted by interestedwatcher

If you look at the Hulk (which I believe was not particularly liked to start with), that was just a colour change, but it had a bit more going on as well - that sunburst green dial has a real layer of complexity to it. I would love to see the Tudor in the flesh to understand if it has a bit of that kind of magic to it, but in all the pictures it just looks blue, but sort of dark enough you could mistake it for black.

I don't think Rolex will dabble with blue, they seem to use that on the PM and two tone models unless I'm mistaken? and if not blue (or green) what other colour could they use?

That’s not really my point. Whether you like it, or whether it’s sunburst like the hulk is not my point - it’s still just a green version of the same watch. it’s more that to expect huge moves is not how they really work irrespective of whether the particular colour palette floats everyone’s boat. Offering a different colour way was a natural progression.

I don’t think they’ll do blue either - but I suspect everyone would wet themselves if they did - that’s more what I’m trying to say.

[Polarexplorerii]

Originally Posted by interestedwatcher

You aren't wrong. I mean I don't hate it, but it's simply the same watch - but blue?

yuupp

[G.Costanza]

Originally Posted by interestedwatcher

You aren't wrong. I mean I don't hate it, but it's simply the same watch - but blue?

Point made I suppose that further shows the marketing genius, why reinvent the wheel and add micro-adjust or ceramic bezels when all you need is to make a color change and still be wait listed on every continent.


Sent from my iPhone using Tapatalk

[Wahlberg]

Originally Posted by interestedwatcher

You aren't wrong. I mean I don't hate it, but it's simply the same watch - but blue?

The design of the BB58 is rather perfect and is really good looking. Even though an Omega is the better watch, it's bigger and bulkier. So what else is there at 3.5k, blue bezel/dial, steel, ...? Not much. Exactly.

Look how people will react if the BB58 will get a Pepsi bezel. They won't be able to control it. That's what people are waiting for.

[botsy]

Originally Posted by Wahlberg

Look how people will react if the BB58 will get a Pepsi bezel. They won't be able to control it. That's what people are waiting for.

Why would they do a 58 with a Pepsi bezel?? It’s not a gmt!


Sent from my iPad using Tapatalk

[Wahlberg]

Originally Posted by botsy

Why would they do a 58 with a Pepsi bezel?? It’s not a gmt!


Sent from my iPad using Tapatalk

Because the current Tudor GMT is too bulky and thick. So the GMT needs to get the BB58 case.

[Dan Pierce]

Originally Posted by Wahlberg

Because the current Tudor GMT is too bulky and thick. So the GMT needs to get the BB58 case.

Only true for the diminutive among us. For most adult males the proportions are just fine.
dP

[samson66]

Originally Posted by Wahlberg

The design of the BB58 is rather perfect and is really good looking. Even though an Omega is the better watch, it's bigger and bulkier. So what else is there at 3.5k, blue bezel/dial, steel, ...? Not much. Exactly.



Look how people will react if the BB58 will get a Pepsi bezel. They won't be able to control it. That's what people are waiting for.

They would need to create a brand new movement to do the 58 in GMT. I believe the current movement for the 58 is only used in this one watch. To add a date and a GMT function would be essentially creating a brand new watch. They could do it but just putting the same watch out in blue was a much safer and less costly approach.

Sent from my Samsung Galaxy S10 using Tapatalk

[islandtime]

Originally Posted by samson66

They would need to create a brand new movement to do the 58 in GMT. I believe the current movement for the 58 is only used in this one watch. To add a date and a GMT function would be essentially creating a brand new watch. They could do it but just putting the same watch out in blue was a much safer and less costly approach.

Sent from my Samsung Galaxy S10 using Tapatalk

I so agree with you on this. Make the MT5402 with a GMT and date complication and put in a smaller case and whoa Nelly that would be a helluva watch.

[Crazy Lugs]

Had Rolex attended Basel and it actually happened, the BB58 blue would have been announced then. Nothing revolutionary here, IMHO.

[horseShu]

It's a nice shade of blue.
But it's not worth the volume of hype right now.

[Wahlberg]

Originally Posted by horseShu

It's a nice shade of blue.
But it's not worth the volume of hype right now.

How do you even call this a hype? It's normal business, normal marketing as always. It's a 3.5k watch, it's available, it looks good, it's blue.

If Tudor or Rolex release something, people will jump on it, every single time. People only care about Tudor/Rolex/AP and Patek. And the last two are rather expensive and not easily available. Other brands have released watches as well the past few weeks but who cares about a new JLC Geophysic, a Panerai or IWC. No one does.

[Robf52]

Originally Posted by wahlberg

how do you even call this a hype? It's normal business, normal marketing as always. It's a 3.5k watch, it's available, it looks good, it's blue.

If tudor or rolex release something, people will jump on it, every single time. People only care about tudor/rolex/ap and patek. And the last two are rather expensive and not easily available. Other brands have released watches as well the past few weeks but who cares about a new jlc geophysic, a panerai or iwc. No one does.

+1.

[lightspire]

Think about it: Tudor does what Rolex as a classic established brand can't exactly as described above because "heads [and the inter webs] would explode" - bronze case, P01 experimental design, numbered edition Pelagos, shared platform chronograph production with Breitling, new marketing approach, etc - it's like the experimental test brand for Rolex.

[Burlington]

Originally Posted by lightspire

Think about it: Tudor does what Rolex as a classic established brand can't exactly as described above because "heads [and the inter webs] would explode" - bronze case, P01 experimental design, numbered edition Pelagos, shared platform chronograph production with Breitling, new marketing approach, etc - it's like the experimental test brand for Rolex.

I get that they do things differently, that’s how Tudor itself is positioned and can take more risks in that regard.

But do you expect to see bronze cases, limited edition numbering etc. make its way to Rolex too (as in Tudor being a test and learn platform ?)

[Etschell]

I dont think rolex or tudor orchestrated an underground markering campaign via social media instagramers. I think they do that themselves as part of the look at me and follow me mantra.

Case in point was Jeni Elle leaking a price list and that video being yanked with no peep from her until after the release.

Releasing a watch online outside of a fair isnt new for Tudor. They did this with the all blacks and prior to that as well. I forget the prior model.

It is welcome. But not earth shattering.

[tacotaco]

Wait a few months
These will go a bit softer on pricing
But agree the marketing team barely has to lift a finger with the WIS community frothing at the keyboard for anything new

[Burlington]

Originally Posted by tacotaco

Wait a few months
These will go a bit softer on pricing
But agree the marketing team barely has to lift a finger with the WIS community frothing at the keyboard for anything new

Yes & that’s the very best marketing ever !

[Eflo]

Just look at the bb58 black, it still sells over retail. The demand is larger than the supply so these won’t fall in value or soften anytime soon... if ever. If you want the watch, best to get it now from an AD.

Originally Posted by tacotaco

Wait a few months
These will go a bit softer on pricing
But agree the marketing team barely has to lift a finger with the WIS community frothing at the keyboard for anything new

[Brny11]

Originally Posted by tacotaco

Wait a few months
These will go a bit softer on pricing
But agree the marketing team barely has to lift a finger with the WIS community frothing at the keyboard for anything new

Many said this about the original 58... prices are similar to launch and even through pandemic they grew slightly in value.

I think the blue is currently more desirable as it is a bit more modern. I think the OG58 will be more desirable down the road as it actually has relevance with its name, design, etc. whereas the blue really makes little to no sense with rivets and name.

Regardless, the blue will likely not drop in the near future. No discounts to be expected and greys to hover around a small markup from MSRP. Just my opinion. Hate posting these comments as I could very well be eating my words at some point!

[NachoNeal]

Originally Posted by tacotaco

Wait a few months
These will go a bit softer on pricing
But agree the marketing team barely has to lift a finger with the WIS community frothing at the keyboard for anything new

I'm not sure about that. Even before the Blue BB58 was released, I called my local AD to see how I was faring on the list and I was told that a full deposit up front was required to maintain my position on the list.
Buh-Bye.

[brucethemanlee]

Originally Posted by NachoNeal

I'm not sure about that. Even before the Blue BB58 was released, I called my local AD to see how I was faring on the list and I was told that a full deposit up front was required to maintain my position on the list.
Buh-Bye.

Depends on who you know and how tight you’re with your AD

I can get BB58 within a week from my AD. Waiting list and premium for BB58 is ludicrous