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.

[antbkny]

I see Tudor as more of a wis brand

[Jack T]

So, after all these posts in defense of Tudor, perhaps Rolex watches are egregiously overpriced.

[Dan Pierce]

Originally Posted by Jack T

So, after all these posts in defense of Tudor, perhaps Rolex watches are egregiously overpriced.

Just coming to that conclusion, Jack?
dP

[eco8gator]

No...they are probably under priced.

The stud steel sports Rolex watches are batting in the big leagues along with the Royal Oak and Nautilus.

Tudor is keeping the past alive with throwback designs which gives them the rationale to use old school materials like an aluminum bezel insert. For some people this is the safest way to get the vintage look and play with straps and hipster things...

Thanks
Carlo

Originally Posted by Jack T

So, after all these posts in defense of Tudor, perhaps Rolex watches are egregiously overpriced.

[Jack T]

I think it’s reasonable to conclude that 99% of the non WIS buyers want to show their friends their brand new purchase, show off a bit. If that is a Rolex, it’s the tops, but Breitling, Omega, TAG also get lots of oohs and ahhs.

Tudor? What’s that? If it needs an explanation (“its made by Rolex”, “dollar for dollar just as good as any of the top brands”) then it won’t cut it among the uninitiated. Most people want brand recognition. Tudor has a long way to go just to compete with near premium brands.

[tmo8320]

Originally Posted by Jack T

I think it’s reasonable to conclude that 99% of the non WIS buyers want to show their friends their brand new purchase, show off a bit. If that is a Rolex, it’s the tops, but Breitling, Omega, TAG also get lots of oohs and ahhs.

Tudor? What’s that? If it needs an explanation (“its made by Rolex”, “dollar for dollar just as good as any of the top brands”) then it won’t cut it among the uninitiated. Most people want brand recognition. Tudor has a long way to go just to compete with near premium brands.

Exactly,

Eric over on YouTube channel CRM Jewelers is always alluding to (or overtly stating) “That respect you want...you are more likely to get it when you XYZ.”

Yeah, he is selling Rolexes in Miami...and he hits on an important theme. To the non WIS, a Tudor might not be the flashiest on the wrist presence. Are they great watches? HECK YEAH! Do non-watch people “get” them? Hmm...probably not so much.

All the more reason to own our own rationale for putting something on our wrist. Wear what YOU love.


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[MinMay]

It's expected in all hobbies...there will always be some loyal camp on one side hating another camp. Who cares....enjoy life. Gotta respect their taste....

Buy what makes you happy.

I've seen in the Ferarri, Lambo, and Porsche hobbies....bashing each other. I have a love for beautiful things in life...doesn't matter the brand or type...I love all watches.

[DylanFox]

I’m surprised Tudor doesn’t have its own Sub forum

[DPE]

Tudor is a good quality watch at a good price. There is no catch, I think we can over think a Brand. I will add one to my watch list and do not think it is a cheaper version of any other Watch. ?

[Etschell]

look at this goofy watch i love it.

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[jaySL350]

Gorgeous piece Eliot,,,,
Got my eye on the steel and gold with champagne dial that should be with us soon,,,,,
Bracelet or leather?... is the question for me,,,,
Great pic also mate,,,,

[Gimoozaabi]

Originally Posted by Etschell

look at this goofy watch i love it.

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Yes, quite lovely goofyness!

I have to admit that I am very much looking forward to get a my first goofy Tudor. I am on a wait list for BB GMT

Other goofy Tudors that I am seriously considering:
BB 58
BB Blue ETA
vintage jumbo Date Day

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[dmash]

Originally Posted by Etschell

look at this goofy watch i love it.

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Nice shot! Are you trying to find the owner? I think I know who it belongs to!

[lucevan le stelle]

If you can't write anything nice....OP, do you think that Rolex may actually be positioning Tudor as the step in brand when Rolex moves prices upstream? Never seen what you reference at any joint AD and might suggest that this a particular store aberration. These days you unfortunately might reference some other well-know Swiss watches as budget brands, given the discount you can easily get when buying new.

[cdbeaver66]

I currently have three Tudors and another on the way, the brand is doing great things at the moment. I went to Baselworld this year and the talk was 'what are Tudor releasing?' they then released the GMT and 58 which some have said were the pieces of the event.

[nick c]

Here is my goofy family. LOL


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[Royalex]

Tudor is the fighting brand of Rolex, which directly compete with Omega in the price point. Instead of Rolex fighting with Omega, it sends Tudor to prevent Omega challenging Rolex brand.

[Boothroyd]

Goofy as charged here as well. Love my Black Bay.

[mineral]

Tudor made beautiful watches especially the vintage old type.




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[Nikrnic]

I've owned Rolex's before I've ever thought about Tudor, after dialing in my modest collection I've found the Ranger is the one Tudor that's a keeper for me.

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[eonflux]

Originally Posted by MSJMJ

Last weekend I was at the Wynn in Las Vegas and took a look at the Watches of Switzerland store. I noticed that all of the Tudor watches had price placards next to them, but did not see such evident pricing on any of the other watch brands. I didn't look exhaustively, as I meant to go back for a closer look but didn't make it. Similarly, I didn't get photos. It certainly appeared that they were promoting Tudor as a budget brand by prominently displaying the prices. Also, it gave the impression that they were having a hard time moving the Tudor watches. This store carries brands on the high end such as Patek, and on the lower end such as Breitling, but it really seemed like they were pushing the Tudors by displaying the pricing. Is there that little demand for Tudor? Is a price decrease coming?

"Being positioned" as the budget brand?
Tudor has always been the more affordable brand in the Rolex hierarchy.
And will likely always remain so, even if prices go up or the brand becomes more recognizable.

[tufty]

another couple of goofy pieces

[tyler1980]

Originally Posted by eonflux

"Being positioned" as the budget brand?
Tudor has always been the more affordable brand in the Rolex hierarchy.
And will likely always remain so, even if prices go up or the brand becomes more recognizable.

i agree.

This is the big disconnect here. Budget doesnt mean inferior. It also doesnt mean cheap. Its still a high end luxury watch, but its more affordable. High quality, swiss made, has a connection with Rolex, and it costs less.

Not sure why that is a bad thing.

[MinMay]

stamp a Rolex name on it and all haters are going to drool over it :)

[storm66]

A S/S sports Rolex has jumped to a different financial level recently,even Omega PO’s are climbing up beyond most ........
Tudor provide a great opportunity to own a great watch at a ‘reasonableish’ price
When I was in a Tudor AD last weekend in the UK the sales lady was saying that they have really taken off...... she stated that having David Beckham as an ambassador to the brand has pushed Tudor in Europe to the front of people’s thinking when they are in the market for a quality sports watch,I’m not sure how well known he is in America but he’s doing a good job this side of the pond....
Is he well known in the US?

[Richmor]

Originally Posted by storm66

A S/S sports Rolex has jumped to a different financial level recently,even Omega PO’s are climbing up beyond most ........
Tudor provide a great opportunity to own a great watch at a ‘reasonableish’ price
When I was in a Tudor AD last weekend in the UK the sales lady was saying that they have really taken off...... she stated that having David Beckham as an ambassador to the brand has pushed Tudor in Europe to the front of people’s thinking when they are in the market for a quality sports watch,I’m not sure how well known he is in America but he’s doing a good job this side of the pond....
Is he well known in the US?

Of course he is well known. A Tudor AD told me they have sales commitment of over 40 Tudor GMT's.

[007_Omega]

Tudor was always meant to be a budget alternative/gateway drug into Rolex. It has high quality features of the Rolex but it will always fall short and purposely so. 200m water resistance *cough* on a 14+mm case in 2018 *cough*.

I am liking Tudor more and more lately. I actually really want to get one of their watches eventually. I think they had a problem stage when they were essentially Rolex clones that were inferior. Now they have their own distinct character. People can buy a Tudor simply because they liked the Tudor not because it was cheaper than the Rolex.

[Old Expat Beast]

Originally Posted by 007_Omega

Tudor was always meant to be a budget alternative/gateway drug into Rolex. It has high quality features of the Rolex but it will always fall short and purposely so. 200m water resistance *cough* on a 14+mm case in 2018 *cough*.

I am liking Tudor more and more lately. I actually really want to get one of their watches eventually. I think they had a problem stage when they were essentially Rolex clones that were inferior. Now they have their own distinct character. People can buy a Tudor simply because they liked the Tudor not because it was cheaper than the Rolex.

Not always. The Tudor Heritage Ranger is rated to 150m, but the Rolex Explorers I and II are only rated to 100m. All of the Tudor chronos are also rated to 150m, while the Daytona is only 100m.

[unknown]

Originally Posted by Old Expat Beast

Not always. The Tudor Heritage Ranger is rated to 150m, but the Rolex Explorers I and II are only rated to 100m. All of the Tudor chronos are also rated to 150m, while the Daytona is only 100m.

And the so hot new GMT’s
Rolex 100 and Tudor 200 😁

I’m getting both watches within a few weeks and I’ll probably wear the Tudor more often