Discussing the future of Tudor....

[Alfredo.]

Hey all! So I've been thinking lately...

Tudor has certainly had its ups and downs through the years. Where I'm from Tudor has always had a strong market presence, like most of Europe. I understand Tudor was re-introduced to the US Market with the launch of the Heritage line.

Seeing that the Heritage Chrono was launched 10 years ago, where do you now see the brand heading?

Here are a few questions or thoughts I find interesting:

-Tudor makes hundreds of watch variants, its crazy... I've never seen anyone sporting a modern advisor, for example, out in the wild. Much less the dressier watches.

-The Black Bay family becomes the staple of the Tudor brand and is gradually upgraded or revised much like Rolex.

-The Black Bay family is split up or dropped and the Tudor Submariner makes a comeback.

-Seeing that the Heritage Chronos have been replaced by the Black Bay chrono, and no longer made- or at least that's the info given to me by my AD... What's next for the brand in regards for chronos? I'd personally love to see a return of the Big Block / Prince style watches. I think people are finally starting to pay attention to these older watches and realizing how great they really are.

-With all the crazy things going on in the watch market, I'm sure this moment is critical for Tudor if it wants to remain where it stands today with all the love we see for the 58 models, for example.

-I personally fear that, as we saw through the early to mid 00's, that a return of a model the likes of the Iconaut would doom Tudor.

-Finally, a weird thought I had the other day that I keep fantasizing about: Precious metals... If Tudor made a PM version of the 58 I'd be ALL OVER IT... What about you?

It's all meant to have a little bit of fun and see what your personal thoughts are, I'd be very interested to know as I love my Tudors.

All the best,
Alfredo

[holdingon]

They need more watches...bring back the big block and rangers to start.

[AJMarcus]

I honestly think Tudor is in search of an identity. They seem to be all over the place with reissues such as the Royal, and Black Bays galore, but not much vision beyond that. Their future could be bright if they focus more on quality issues and availability. Maybe they could design a new chrono that’s not hockey puck sized and worth buying for starters.

[goliat]

I think they have successfully detached themselves from Rolex and have acquired their own brand identity. It's a good foundation. Now they just need to do something else than pumping an endless stream of Black Bays and their variants..

[Alfredo.]

Originally Posted by holdingon

They need more watches...bring back the big block and rangers to start.

Agree on the Big Blocks!

Originally Posted by AJMarcus

I honestly think Tudor is in search of an identity. They seem to be all over the place with reissues such as the Royal, and Black Bays galore, but not much vision beyond that. Their future could be bright if they focus more on quality issues and availability. Maybe they could design a new chrono that’s not hockey puck sized and worth buying for starters.

Yeah, I think the reason why I wonder where the brand is heading or what is next is in part because I think that there's a few models that are carrying the whole brand.

Originally Posted by goliat

I think they have successfully detached themselves from Rolex and have acquired their own brand identity. It's a good foundation. Now they just need to do something else than pumping an endless stream of Black Bays and their variants..

I agree with this. I feel like this is why a Tudor Submariner comeback is not very likely. With newer people getting into the watch game, the association with Rolex only seems to be perpetrated by AD's desire to sell? I have not really encountered younger people who have this association made already. What's next?

[Lac Lemon]

Tudor is only getting attention because the Rolex cases have been empty for years. Tudor has no clout or social status, and let’s face it that’s what sells luxury items for the vast majority of the market.

Yes, there will always be a small % of eccentric collectors who claim to love Tudor and frequent watch collecting forums...but there’s just a general marketing problem at Tudor. Maybe lose those snowflakes?? Ever see Tudor on social media? I don’t get it either but that’s reality today.

Add to this rising costs, tired models, and now continued QC issues? It’s going to a rough road when supply catches up to Rolex demand.

[Santiago32]

Didn’t Tudor pull out of the US market because it was hurting the Rolex brand? Many would buy a Tudor submariner instead of a Rolex submariner.

I think Tudor is positioned well to take on the ‘entry-level luxury’ market. Excellent value at the price point is what they do best imo.

[JohnGingerwood]

Tudor is probably one of the more popular brands there is. I would put them with Omega and Breitling as the next best luxury brand.

[Alfredo.]

Originally Posted by Lac Lemon

Tudor is only getting attention because the Rolex cases have been empty for years. Tudor has no clout or social status, and let’s face it that’s what sells luxury items for the vast majority of the market.

Yes, there will always be a small % of eccentric collectors who claim to love Tudor and frequent watch collecting forums...but there’s just a general marketing problem at Tudor. Maybe lose those snowflakes?? Ever see Tudor on social media? I don’t get it either but that’s reality today.

Add to this rising costs, tired models, and now continued QC issues? It’s going to a rough road when supply catches up to Rolex demand.

I think you'd need to keep in mind that the reintroduction of Tudor to the US market, and its more than favorable response, happened around 7 years prior to the Rolex situation we face now. Surely people buy Tudor because of the association with Rolex, but I don't think that is the most important selling point today for the average watch enthusiast.

I personally couldn't care less about brand presence on social media in the way you mention it. If that was my purchasing criteria, that means most Lange, Patek, FP Journe, DeBethune, MB&F, Panerai, Dornblueth, AP, Breguet, Blancpain, Tudor, JLC, GP, Omega, Grand Seiko etc... would be out of my radar. That's not the case, at least for me.

And sure, I think the current situation has forced a lot of people to look into other brands, and naturally Tudor seems like a good option when shopping around- but not everyone goes this route... there's plenty of amazing options out there. I guess it all depends on your taste and reasons for purchase.

[JamieBLNR]

Originally Posted by Lac Lemon

Tudor is only getting attention because the Rolex cases have been empty for years. Tudor has no clout or social status, and let’s face it that’s what sells luxury items for the vast majority of the market.

Yes, there will always be a small % of eccentric collectors who claim to love Tudor and frequent watch collecting forums...but there’s just a general marketing problem at Tudor. Maybe lose those snowflakes?? Ever see Tudor on social media? I don’t get it either but that’s reality today.

Add to this rising costs, tired models, and now continued QC issues? It’s going to a rough road when supply catches up to Rolex demand.

Here in the UK, Tudor is 100% on Social Media. It has big hitting brand ambassadors that people care about too.

I think they're on the rise, and not just because can't get their hands on a Rolex. Sure, the difficulty in getting a Rolex may have turned people to Tudor, but I think they are gaining momentum now and really are their own brand.

I believe they do struggle a bit with their identity but they'll get there. One thing for sure is that they listen to their market, which is a vast difference to Rolex. The BB58 Blue was a knockout, which before all the leaks, no-one saw coming.

I'm holding out for something special. Non capped gold PM will be winner I'm sure. Presently their PM offerings don't justify the price, IMHO.

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[Alfredo.]

Originally Posted by JamieBLNR

Here in the UK, Tudor is 100% on Social Media. It has big hitting brand ambassadors that people care about too.

I think they're on the rise, and not just because can't get their hands on a Rolex. Sure, the difficulty in getting a Rolex may have turned people to Tudor, but I think they are gaining momentum now and really are their own brand.

I believe they do struggle a bit with their identity but they'll get there. One thing for sure is that they listen to their market, which is a vast difference to Rolex. The BB58 Blue was a knockout, which before all the leaks, no-one saw coming.

I'm holding out for something special. Non capped gold PM will be winner I'm sure. Presently their PM offerings don't justify the price, IMHO.

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I agree! I'd love to know what people think is next for Tudor as the brand identity further develops. You also have a good point in stating that Tudor seems to be more responsive to the market demands. Let's hope PM is not so far away from where we stand.

[~JJ]

A little biased poll with 3 negative and 1 positive answer... I’m a huge fan and own a few pieces.

[Alfredo.]

Originally Posted by ~JJ

A little biased poll with 3 negative and 1 positive answer... I’m a huge fan and own a few pieces.

I love them too!

Here's my thought process:

It's a short-lived "Golden-Era" for Tudor ------> Short lived positive

It's just the beginning of a great Tudor comeback -------> Very Positive

The brand is heading in the wrong direction --------> Negative

The brand is aimed at a different market than me -------> Neutral

[Alfredo.]

[RHJ]

Tudor is a brand of Rolex, not a watch manufacturer.
And a good one with it's own stile - but a style guided by Rolex.

[CedCraig]

I voted for making a good comeback.

I think they are standing on their own two feet more, rather than being in the shadow of Rolex.

As RJH points out Tudor is a brand, not a manufacturer. Because they source cases, dials, hands, crystals, and bracelets they should have more flexibility with designs and new models than Rolex. Although the Kenissi GMT movement is a lemon, the other Kenissi movements seem reliable and well-built.

Tudor’s price points are competitive and the new watches have been successful enough that some models have waiting lists and afaik other models aren’t discounted, or not discounted much. So they’re definitely going in the right direction.

[snyde]

Originally Posted by RHJ

Tudor is a brand of Rolex, not a watch manufacturer.
And a good one with it's own stile - but a style guided by Rolex.

Exactly. It’s funny when people get worked up when someone says “Rolex owns Tudor.” Bottom line is Tudor is a part of Rolex.


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[Alfredo.]

Originally Posted by RHJ

Tudor is a brand of Rolex, not a watch manufacturer.
And a good one with it's own stile - but a style guided by Rolex.

Very true! Part of my whole thoughts with modern Tudor involve this point... I think they're sort of at a crossroads. Maybe we'll se them become more of a manufacturer in the future?

[teck21]

I was definitely not in the business of watch collecting when Tudor was supposedly seen as the ‘inferior Rolex (ie not a Rolex)’ as some posters have put it.

But it definitely does seem to have its own identity now, I think their selection of ambassadors is inspired, and a whole bunch of buyers are now interested in Tudor not because they can’t afford a Rolex.

Or at least that may no longer be the main motivation. But the connection is there, and unbreakable.

Personally I started with a Tudor because I wasn’t sure I would enjoy wearing a watch that costs 20x more than the Seiko kinetic (yes, the BB58) I had worn for 20 years without needing so much as an adjustment for time until the face broke from being dropped.

I had no idea how much Rolex watches cost (at MSRP much less at grey prices I did not even know exist), simply assumed they were really expensive.

I picked Tudor precisely because it’s not a Rolex (cheaper), and still linked to Rolex (QC considerations).

And from there I have moved on to main Rolex, but I still really enjoy some Tudor models.

Rolex has always been up there regarding prestige, but recent global wealth trends seems to have pushed it way up with regards not just prestige, but desirability.

Rolex has always been an aspirational item, but the above trends have simply pushed the entry bar so much higher that it no longer seems to cater to Joe Public wishing to celebrate a life milestone. It must now be accompanied by higher monetary means.

Tudor may be their strategy to capture, or rather retain this segment. And easing the pressure on the Rolex sports range by removing a segment of demand for it, that Rolex no longer can, or wants to cater to.

First it was the Black Bays, then comes the 58 and the GMT. Then another 58, and just see how well received those have been.

I’m not betting against them creating another hit.

But my belief still is that Tudor is still leans on Rolex, but there’s nothing wrong with that.


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[Etschell]

you will be kicking yourself for not buying tudor in the future. the watches are the best bang for the buck IMO. i own 3 and ill continue to eat them up.

[Alfredo.]

Originally Posted by Etschell

you will be kicking yourself for not buying tudor in the future. the watches are the best bang for the buck IMO. i own 3 and ill continue to eat them up.

For sure, I personally think we are at a very interesting page of Tudor’s history and we’re lucky to have such awesome models available now. I also own three now: Pelagos LHD, BB58 Blue, THC Blue- Couldn’t be happier to be honest.

[Oyster Sauce]

Originally Posted by Etschell

you will be kicking yourself for not buying tudor in the future. the watches are the best bang for the buck IMO. i own 3 and ill continue to eat them up.

+1 Tudor currently offers a lot of value to enthusiasts and those entering the hobby. Rolex has clearly positioned itself as a status-garnering, luxury-jewelry brand (nothing wrong with that). Tudor fills the price point just below the average Rolex...not cheap, but not exorbitant. Robust quality with their popular tool watches. Many have said before that Tudor is currently what Rolex used to be. I have more and more come to agree with this. Great strategy from the parent company — use each brand to in sum dominate two major market segments. Not to mention a testing ground/showcase for their Kenissi movements.

[Dan Pierce]

I'm satisfied w/ the direction of the brand.
dP

[garyk]

Bought my wife a S&G chronograph on bund last year for Christmas. Fantastic looking watch. I think the whole Tudor line is increasingly more interesting.




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[garyk]

Originally Posted by Dan Pierce

I'm satisfied w/ the direction of the brand.
dP

Very cool collection!

[MYBROTHERSKEEPER]

A revamped Tudor Sub would set the watch world ablaze

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[teck21]

Originally Posted by MYBROTHERSKEEPER

A revamped Tudor Sub would set the watch world ablaze

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Would that not defeat the purpose of trying to set Tudor as being different from Rolex?

That appears to be something they’re trying to do.


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[fooey]

love the brand and look forward to future offerings but feel they really need to sort out the problem with there GMT as people now waiting 4 to 6 months for there watch to be repaired is really damaging to them! and some are on there 2nd or 3rd reapir!
I really want one but am not parting with my money till they sort it out and they haven't even issued a statement yet saying what the problem is or how they are going to sort it! I think that's the least they should instead of not saying anything and hoping the problem will go away!

[cuibono]

Originally Posted by AJMarcus

I honestly think Tudor is in search of an identity. They seem to be all over the place with reissues such as the Royal, and Black Bays galore, but not much vision beyond that. Their future could be bright if they focus more on quality issues and availability. Maybe they could design a new chrono that’s not hockey puck sized and worth buying for starters.

Was going to write something fairly similar. They need to focus...depth, not breadth, especially when it's at the expense of quality, consistency and identity (eg. no watches with selitta movements)

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[Dan Pierce]

Originally Posted by garyk

Very cool collection!

Thank you, sir!
dP