Watchatlas

Tudor

Geneva, Switzerland · Est. 1926

Founded by Hans Wilsdorf

Tudor was created by Rolex founder Hans Wilsdorf in 1926 as a more affordable alternative to Rolex, sharing the same Oyster case construction. Relaunched in 2011 with a much stronger identity and, eventually, in-house Manufacture movements, Tudor has become one of the most sought-after brands in the mid-range segment.

Founded
1926
Headquarters
Geneva, Switzerland
Group
Independent
Price Segment
Mid
Status
Active

Pronunciation & name

TOO-der

Pronounced like the English royal house.

Name note: Hans Wilsdorf chose Tudor as a historically resonant English name for the Rolex sister brand.

Why this brand matters

Tudor was created by Rolex founder Hans Wilsdorf as a more accessible sister brand.

Collector flashcards

  • Rolex sibling — Tudor was created by Rolex founder Hans Wilsdorf as a more accessible sister brand.
  • Black Bay revival — The Black Bay helped power Tudor’s modern collector comeback.
  • Tool-watch DNA — Vintage Tudor Submariners were used by several military and naval forces.

Key Collections

  • Black Bay (2012) — Tudor's flagship dive family turns the brand's vintage Submariner language into a modern platform, pairing domed dials, snowflake hands, METAS-certified variants, and a broad spread of sizes and materials. Key references: M79000N-0001, M7939A1A0RU-0002, M79830RB-0001, M7943A1A0NU-0001.
  • Pelagos (2012) — Tudor's professional dive family is the more technical sister to Black Bay, built around titanium, fixed strap bars, serious water resistance, and Navy-linked variants that push the line toward uncompromising tool-watch territory. Key references: M25407N-0001, M25717N-0001, M2542G267NU-0002, M2543C1A7NU-0001.
  • Royal (2020) — The Tudor Royal is the brand’s sport-chic integrated-bracelet collection, combining a notched bezel, automatic movements, 100m water resistance, and a broad mix of sizes and dial executions. Reintroduced as a modern family in 2020 and substantially refreshed in 2026, it sits at the intersection of classic dress styling and everyday steel sports-watch practicality. Key references: Royal 41 Day-Date, Royal 38, Royal 36.
  • 1926 (2018) — Named for the year the Tudor name was first registered, the Tudor 1926 is the brand’s classic everyday dress-watch family, defined by domed embossed dials, alternating Arabic numerals and markers, automatic movements, and a broad size range spanning compact to full-size references. Key references: 1926 36, 1926 39, 1926 41.

Timeline

  • 1926 — Hans Wilsdorf registers the Tudor brand in Geneva as a more affordable alternative to Rolex.
  • 1946 — Montres Tudor SA is officially incorporated on 6 March, formalising the brand's structure.
  • 1954 — Tudor supplies dive watches to the French Navy, beginning a long association with military and professional diving.
  • 2015 — Tudor introduces its first in-house movement, the MT5621, in the Pelagos, marking a major step towards manufacture independence.
  • 2021 — The Tudor Royal is launched, establishing the brand firmly in the integrated sports watch segment.
  • 2025 — Launches Black Bay 68 (43mm, METAS-certified), Pelagos Ultra (1000m titanium), first moonphase complication, and Black Bay 58 Burgundy — all with Master Chronometer certification.
  • 2026 — Celebrates 100th anniversary — the Tudor name was registered by Hans Wilsdorf on 17 February 1926. Centenary collection expected at Watches & Wonders 2026.

Frequently Asked Questions about Tudor

What is the relationship between Tudor and Rolex?
Tudor was founded by Hans Wilsdorf, the same entrepreneur who founded Rolex, as a way to offer watches with Rolex-quality cases and bracelets but at a lower price point. Montres Tudor SA is a wholly owned subsidiary of Rolex SA, though Tudor operates as an independent brand with its own design language, collections, and in-house movements.
Does Tudor make its own movements?
Yes, since 2015 Tudor has developed and produced in-house calibres for its core collections, including the Black Bay and Pelagos. Earlier models used movements from ETA SA and other suppliers. Tudor's in-house calibres carry COSC chronometer certification and feature silicon hairsprings.
Is Tudor considered a luxury watch brand?
Tudor occupies the premium segment of the watch market, offering Swiss-made mechanical watches with high production standards. While it sits below Rolex in terms of price and prestige, it is generally considered a genuine luxury brand with strong collector appeal, particularly for its vintage-inspired Black Bay models.

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