Tudor Threatens its Mid-priced Rivals

Tudor, the sportier brand that Rolex started in 1926 is planning on entering Japan after returning to the U.K. and U.S. in the past two years. Rumors are that it may pose a threat to its rival brands such as Longines, TAG Heuer, and Baume & Mercier with its attainable pricing at around $2,000 to $5,000.

“We’ve never been so young,” Tudor leader Phillikp Peverelli said at Baselworld last month. “Today, we try to make our own watches with our own designs. We need to have our own personality. Before we were an underbrand. We are starting to have a real life.”

Rolex founder Wilsdorf began putting the Tudor name on watch dials in the 1930’s, intending to create a less expensive but reliable alternative to his main brand. The Rolex offshoot’s pricing in comparison to its older sibling has led some watch collectors to call it “the poor man’s Rolex”.

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