Tudor being positioned as "budget" brand?

[SPMN]

I don't think a $4k watch is "budget," but it seems that Rolex clearly does. I've had a hard time understanding the positioning of Tudor: They're priced to compete with Omega, but don't have 1% of Omega's brand recognition, and Rolex seemingly isn't interested in taking steps to increase the brand's recognition to the wider world - sports/culture sponsorships, etc. I'm not counting Beckham/Gaga as neither is a brand ambassador the way Roger Federer or James Bond are. Beckham/Gaga serve more as models for Tudor's website and in-store promotional materials. They're not out in the real or fictional world winning trophies or saving the world with their watch on their wrist.

In the end, I think Rolex is content to position Tudor as a "budget" brand for WIS. Maybe there are enough of us out there to sustain the brand and that strategy long-term? I would doubt it, but none of us know Tudor's financials.