The Rise of Tudor: How Rolex’s Sister Brand Is Winning Over Collectors

For decades, Rolex has dominated the luxury watch market, becoming synonymous with prestige and timeless design. But in recent years, its sister brand, Tudor, has been making waves of its own—capturing the attention of seasoned collectors and new enthusiasts alike. Known for its heritage, reliability, and more approachable pricing, Tudor has transformed from a “little brother” brand into a powerhouse in its own right.

A Shared Legacy with Rolex

Founded in 1926 by Hans Wilsdorf, the same visionary behind Rolex, Tudor was created to offer watches with the same durability and precision as Rolex but at a more accessible price point. For years, Tudor watches were equipped with Rolex cases and crowns, earning them the nickname “Rolex’s hidden gem.”

This connection provided Tudor with instant credibility. Today, while the brand operates independently, it still benefits from the shared DNA of Rolex’s engineering and design philosophy.

The Revival of Tudor

After a relatively quiet presence in the U.S. market during the late 20th century, Tudor made a strong comeback in 2013 with the launch of the Heritage Black Bay. Inspired by vintage dive watches, the Black Bay quickly became a hit, combining retro charm with modern performance. Its popularity has since expanded Tudor’s reach globally.

Key factors fueling Tudor’s rise:

• Accessible Pricing: While Rolex prices have skyrocketed, Tudor offers high-quality Swiss timepieces at a fraction of the cost.

• In-House Movements: Since 2015, Tudor has been producing its own movements, boosting its reputation among collectors.

• Design Versatility: From sporty divers like the Pelagos to refined dress models like the Glamour Double Date, Tudor appeals to a wide audience.

• Celebrity Endorsements: Ambassadors like David Beckham and Lady Gaga have helped raise the brand’s profile.

Why Collectors Are Turning to Tudor

1. Value Proposition – Collectors see Tudor as a brand that balances quality with affordability, making it a strong entry point into luxury watches.

2. Vintage Appeal – Models like the Black Bay Fifty-Eight echo designs from Tudor’s mid-20th century archives, which resonates with enthusiasts who appreciate heritage.

3. Rising Resale Value – As Tudor’s popularity grows, so does the demand on the secondary market, making some models strong investment pieces.

4. Credibility by Association – Sharing a founder with Rolex has always been an asset, but Tudor has now proven it can stand on its own merits.

The Future of Tudor

Tudor’s trajectory shows no signs of slowing. With consistent innovation, a clear brand identity, and a loyal collector base, it has carved out its own niche in the luxury watch market. While Rolex remains the symbol of prestige, Tudor offers something different: a blend of heritage, craftsmanship, and accessibility that resonates with today’s collectors.

In many ways, Tudor is no longer just Rolex’s sister brand—it’s a global leader in its own right.