Tudor being positioned as "budget" brand?

[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?

[Easy E]

This doesn't directly answer your question, but in discussing Tudor v. Rolex with my AD last week he said they have historically been asked to keep the two brands separate in terms of discussing with new buyers. As of a visit from their Tudor rep (also same week) they have been cleared to now identify Tudor as a Rolex owned brand. My AD believes that is, in fact, due to lower sales and that Rolex wants to up the Tudor brand awareness. If all of that is accurate (I am only repeating what I was told) then my guess is that will not drive the Tudor prices lower, but rather up a tick.

I believe there is some substance to this when you look at model roll out and current availability. Just my .02.

E-

[Dan Pierce]

Tudors sell. If they didn't they would be presented in the case.

And the reason for the inspection of the brand in the first place by Hans Wilsdorf was to provide Rolex quality at a more competitive price.
dP

[tyler1980]

its a Rolex sub brand so yeah, budget or value or whatever. They are still great watches though.

Its lexus and toyota IMO. Not necessarily the cars specifically just the brand positioning of one company with two brands.

[beshannon]

I guess that would depend on what your budget is.

[dmash]

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

[MARTIN1264]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

Testify......... !

[Ballzzz]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

Nailed it!

[the dark knight]

I do think it might be awkwardly positioned if targeting non-WIS types. The brand probably doesn't have as much recognition or cache on its own compared to a Breitling or Omega, so it's a tough sell convincing an average consumer to buy a Tudor instead of a brand like that.

I don't even know how the Rolex connection will be accepted by an average Joe looking for a nice watch. For average people Rolex is complete brand cache, they want one because it's "Rolex". Saying Tudor is a Rolex sub-brand in this situation probably won't help and I think it could actually hurt. "Oh, so it's a wannabe Rolex. I'd rather get an Omega then." might be the reaction.

I think the Rolex association carries more weight for WIS types that understand the Rolex heritage, reliability, durability, standards, etc. And how a lot of this DNA transfers to Tudor. But for an average Joe that just cares about brand cache when buying a luxury watch, I doubt it will carry much weight.

[DPE]

look at the Tudor watch as a journey to buying up to a Rolex. Sometimes you invest in getting a future group of buyers !

[Jmbarrack]

I've really come around to Tudor lately. I really like their Black Bay Black. Having a GMT II, if I was in the market for a dive watch I would seriously consider BBB or the Pelagos. The sub is too similar to the GMT. I live the variety.

[mikeps2006]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

Well stated.


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[Case61]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

Exactly.

[tyler1980]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

Its a budget luxury watch. That is the distinction in my eyes. A fossil isnt a luxury watch but is more affordable.

[MARTIN1264]

Nothing budget about it.... it’s a price point.

[No SUBctitute]

Originally Posted by DPE

look at the Tudor watch as a journey to buying up to a Rolex. Sometimes you invest in getting a future group of buyers !

Oh, gosh....NO NO NO. Just buy the Rolex straightaway! It will save you money (which is why the AD would love for you to buy a Tudor on the way to your first Rolex.)

[JayB]

Originally Posted by DPE

look at the Tudor watch as a journey to buying up to a Rolex.

Oops, I did it the wrong way round

[liuk3]

Originally Posted by dmash

Once you start considering a $4000 watch ‘budget’, you need to step out of WIS world for a sec. 90% of ‘regular’ people would consider that absolutely loony It’s not a budget brand, they’re just going after a different market segment.

This was my immediate first thought when I read the thread title. Thanks.

[LINVS]

I don't recall seeing Tudor marketed much in the USA.

[Watch This]

This thread made me think. I have seen countless Rolex in the wild over the past few decades. Every flavor. I live in a city where they are everywhere.

I honestly don't recall seeing more than a handful of Tudors during that time period. I can't even remember the last time I saw one.

[Etschell]

rolex is a budget brand compared to richard mille.

it is all relative. perhaps displaying the price just works better for certain watches idk.

[Finslayer83]

Meh, I was planning on maybe picking up one at the end of the month when I'm in Vegas.

They sell.

[Old Expat Beast]

Tudors can be displayed with their prices because the prices are attractive, rather than off-putting. The salesman doesn't need to engage you and lather you up before telling the price, as with some other brands

Here's an ad from a 1950s trade mag, explaining Rolex's original intentions with Tudor to dealers.

[RJRJRJ]

Shows you how difficult it is to build a brand. I doubt anybody but WIS have ever heard of the brand.

[bruinmd]

Originally Posted by Dan Pierce

Tudors sell. If they didn't they would be presented in the case.

And the reason for the inspection of the brand in the first place by Hans Wilsdorf was to provide Rolex quality at a more competitive price.
dP

Down in Louisiana, they don't sell. I can't speak for all of the south, but my AD -- who has stores thoughout the state and in San Antonio-- cannot move their Tudors.
And as evidenced by their grey market discounts, I think most AD's in the U.S. seem to have them in surplus, and this is despite Tudor's recent push to up their sales in the U.S.

Our European friends can probably weigh in, but believe it's a very different story in Europe.....?

[WJGESQ]

Tudors look goofy.


If you can't or won't buy a Rolex, preserve your dignity and go Omega.

[dmash]

Originally Posted by bruinmd

Down in Louisiana, they don't sell. I can't speak for all of the south, but my AD -- who has stores thoughout the state and in San Antonio-- cannot move their Tudors.
And as evidenced by their grey market discounts, I think most AD's in the U.S. seem to have them in surplus, and this is despite Tudor's recent push to up their sales in the U.S.

Our UK friends can probably weigh in, but believe it's a very different story in Europe.....?

I could weigh in, but I’m not U.K. so I guess I can’t.

[Etschell]

Originally Posted by WJGESQ

Tudors look goofy.


If you can't or won't buy a Rolex, preserve your dignity and go Omega.

[WJGESQ]

Originally Posted by Watch This

This thread made me think. I have seen countless Rolex in the wild over the past few decades. Every flavor. I live in a city where they are everywhere.

I honestly don't recall seeing more than a handful of Tudors during that time period. I can't even remember the last time I saw one.

The most obvious reason for that--might not be one you want you want to hear.

[Kainz]

Originally Posted by WJGESQ

Tudors look goofy.


If you can't or won't buy a Rolex, preserve your dignity and go Omega.

hahaha, if you say so buddy.