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 ?

[interestedwatcher]

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

[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!

[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

[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.

[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.

[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 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 ?)

[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 !

[Pw92676]

I recall there was some banter on here from folks about Rolex product restriction was to pique Tudor demand. To me it seems having an immediately available Tudor new release may indeed serve this purpose.

Nonetheless I think having this available immediately is simply great for Tudor and watch fans overall. I like this watch a lot and am happy for everyone who got one (without the rigamarole of waiting, bundling, lists, butt kissing etc etc etc).

[G.Costanza]

I agree, Their marketing is top notch. However, I think that this year with so few new releases Tudor has the spotlight at the moment. As for the youtubers and bloggers, they couldn’t wait to talk about something new. You can only talk about the top GADA watch so many times...

Pics for the thread



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[sutats]

Rolex and Tudor are the Coca-Cola of the watch market when it comes to marketing and Rolex has been doing it from the beginning. I am whelmed by the Black Bay Fifty-Eight Blue and I deduced that they were trying to raise awareness of their heritage once a leaked high resolution picture of the watch was available as the hue of blue is quite distinct to that of the vintage blue Tudor Submariners. I'd pick the Heritage Black Bay Bronze Bucherer Blue Edition or the original Tudor Black Bay Fifty-Eight before this blue verison.

[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

[Eflo]

And I own and love it. 😂

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

Originally Posted by sutats

Rolex and Tudor are the Coca-Cola of the watch market when it comes to marketing and Rolex has been doing it from the beginning. I am whelmed by the Black Bay Fifty-Eight Blue and I deduced that they were trying to raise awareness of their heritage once a leaked high resolution picture of the watch was available as the hue of blue is quite distinct to that of the vintage blue Tudor Submariners. I'd pick the Heritage Black Bay Bronze Bucherer Blue Edition or the original Tudor Black Bay Fifty-Eight before this blue verison.

[ct79]

I understand the general equity Rolex has with its fans and watch enthusiasts. Value retention is probably unmatched even though bang for buck is inferior to other competitors. Paying attention to Tudor now for some years, I do not understand how its watches are so sought after when solely factoring in return for money spent. The only fair value to money relation comes with the Pelagos line. I even think it is unmatched in the industry. But everything else from Tudor is overpriced. Yes, some watches sport inhouse calibers. But what else on top do they really offer? The three handers of the dress line are dull. The 41mm and bigger divers are clunky, their bracelets are inferior to Omega's, they carry aluminum bezels, the BB58 only comes with 200m of water resistance, etc. I mean you all know the specs.

So it is very interesting to see how effective Tudor marketing has indeed been compared to other brands. There are so many alternative offerings out there, which are much cheaper but not that far away from Tudor quality wise, and the slightly more expensive ones come along with a lot more capabilities, design cues or finishing levels.

[irate.alien]

Rolex is using Tudor as a starter watch. They are priming 2020 first-time Tudor buyers to be ready to buy a Rolex in 2030/35. So you'll slowly see Rolex's marketing platforms and ambassadors move to be more like Tudor as the Tudor audience gets older. Similar to the way the Japanese auto makers use their luxury brands (Toyota/Lexus, Nissan/Infiniti, Honda/Accura).

[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.


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[georgekart]

True, but statistically I think whatever Rolex releases captures attention. So it is a bit of both. I mean other brands tried to do the same thing as well. Look at PP's new Calatrava or AP's new ROO. Both did the same thing, but both watches: a)missed the mark b)people are not generally as interested in. Whereas with a Blue Bay 58, it's a good product, that was released by a brand owned by Rolex. Obviously all eyes are on it. So I think it's a combination of smart marketing and them already being the most hyped watch brand in the world. If you love Rolex, you check what they make because you love them. If you hate Rolex, you check what they make because you hate them and you want to criticize it. If you aren't into watches at all, it's the only watch brand that you'll click when it pops up. More people see it, more people find out about it, more people talk about it. Cycle continues.

[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....

[brucethemanlee]

I like the watch
Blue is cool
Will prob own one (maybe)
I'm in no rush

I don't believe there's any special marketing here. All brands are releasing online and getting written up and YouTube reviews

Seriously it's just a Tudor.

Perhaps u think it's super special or genius marketing because youre a Tudor fan boy? I'm sure each person who likes their own watch brand thinks it's the best thing ever too (Seiko fans, patek fans, AP fans, etc)

Sure there's lot of fan fare but what else is there to talk about these days ?

And clearly it's easy to get otherwise why all the incomings? You don't see the same level of incomings for white dial daytona or BLRO 3-4 days after release


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[petay993]

[QUOTE=brucethemanlee;10725776]I like the watch
Blue is cool
Will prob own one (maybe)
I'm in no rush

And clearly it's easy to get otherwise why all the incomings?



Because Tudor decided to launch by giving all AD's a small supply of stock.

These were bought by a lot of WIS types who posted their new acquisition all over social media/forums as Tudor knew they would.

Result = the watch is now super hot and demand will exceed future supply...significantly.

[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.

[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.

[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!


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