Watch brands compared - Tudor or Rolex?

Tudor and Rolex are two brands with fantastic reputations, strong fan bases, and a connection that surprises some people. In this article, we take a look at the Tudor vs. Rolex comparison. We explore the similarities and differences between the renowned watch brands and provide watch enthusiasts with information to help them decide between Tudor and Rolex watches.

The most important things in brief

This article elaborates on the following aspects:

• Brand image and positioning: Rolex has always positioned itself as a luxury brand on the market, while Tudor presents itself as a down-to-earth, more affordable alternative with vintage charm.

• Technical features: While Rolex's in-house movements are valued and celebrated worldwide, Tudor equips many of its watches with ETA calibers. The in-house movements of Rolex's sister brand are certainly no slouch, as they impress with their reliability, precision, and performance. Yet, unsurprisingly, Rolex has the edge in terms of refinement and craftsmanship.

• Value for money: Compared to Rolex, Tudor stands out with its lower prices and excellent value for money. However, as an investment, the Rolex classics are far superior due to their proven value retention.

History and origin of the brands

The company histories of Tudor and Rolex are closely intertwined, as the two great names in the watch world are sister companies. Rolex was the first to see the light of day. In 1905, Hans Wilsdorf founded a watch distribution company, and a few years later, the Rolex brand was officially registered. The company garnered considerable attention with the introduction of the first waterproof wristwatch, the world-famous Oyster, which is still reminiscent of the popular Oyster cases that are still common today.

While Rolex gradually developed the legendary status the Swiss watch brand enjoys today, Hans Wilsdorf conceived the idea of ​​establishing a second watch brand on the market. In 1936, he put this idea into action: He acquired the rights to the Tudor brand, founded ten years earlier by Philippe Hüther, thus giving Rolex a "little sister."

With the subsidiary, Wilsdorf pursued the plan to offer impeccable quality watches to a target audience with a somewhat tighter budget. From the very beginning, Tudor watch models were listed at lower prices than Rolex timepieces and, then as now, tend to be classified in the lower price segment of the luxury watch category.

Brand, image and positioning

Watch enthusiasts around the world associate the name Rolex and the symbol of the crown with prestige, status, and pure luxury. The Swiss manufacturer is at the forefront of the most well-known, renowned, popular, and luxurious watch brands, enjoying an impeccable reputation and standing for virtually unmatched quality at lavish prices.

The Rolex watch was and remains a status symbol of the rich and beautiful because the company repeatedly advertises with prominent faces from a wide variety of industries—such as Michael Bublé, James Cameron, and Roger Federer. The brand's glamorous representation lends every Rolex a certain significance, conveying the message: Anyone who wears a Rolex watch has reached the top.

The sister brand Tudor presents itself quite differently. It has always defined itself as a manufacturer of timepieces for the down-to-earth middle class, who place particular value on a watch's functionality. True to its image, the Tudor watch is not just a glamorous accessory, but an instrument for everyday performance.

Nevertheless, Tudor also relies on well-known brand ambassadors, including Lady Gaga and David Beckham, with whom the company appeals to a somewhat younger target audience. Externally, Tudor thus creates the impression of an "understated" luxury brand that combines high quality with moderate prices.

Tudor and Rolex: Connection with own identity

Although Tudor is often considered a sister brand to Rolex, it has developed a distinct identity throughout its history. While Rolex stands for the highest level of exclusivity with watches like the Daytona, Tudor offers models similar to its "big sister" but with a significant price difference.

This difference is also evident on the secondary market: While a Daytona typically increases in value, Tudor models often remain more stable, offering an attractive alternative for collectors. There are also clear technical differences: Rolex consistently relies on its own in-house calibers with chronometer certification, while Tudor integrates more affordable movements but increasingly also uses certified calibers.

The color combinations offered by both brands are also interesting. Tudor dares to experiment more with bold designs, such as the Black Bay, while Rolex prefers classic tones—with the exception of certain Daytona models, which stand out with iconic color combinations.

Design and aesthetics

Watch lovers know: In terms of appearance, both Tudor and Rolex watches have a lot to offer:

Rolex design features

The typical Rolex watch is a timeless piece of jewelry, sometimes a little more elegant, sometimes a little more sporty, but always with the potential to become a coveted classic. With a generous dose of refined understatedness, finely coordinated details, and cleverly integrated striking highlights, every Rolex design possesses an authentic character. At first glance, it's clear that these watches are truly high-quality products from the luxury segment. This is ensured by the materials used, such as stainless steel, gold, or platinum, as well as the first-class craftsmanship.

Another hallmark of Rolex watches is the Oyster case, which has proven itself for decades and boasts both robustness and a compelling appearance. As for the dials, Rolex predominantly relies on clean lines, meticulously crafted finishes, and iconic logos, often combined with a date display with a Cyclops lens and framed by bezels made of modern Cerachrom material.

Tudor design features

If we focus on the outward appearance of the Tudor vs. Rolex comparison, Tudor watches can certainly keep up with the models of their "big sister," Rolex, in terms of elegance and style. However, while Rolex makes changes and innovations to its well-known collections rather slowly and in small doses, Tudor seems to be taking a somewhat bolder approach here. The brand offers, among other things, highly sporty timepieces that exude modernity and zeitgeist, yet never loses the common thread that runs through the entire range in the form of charming vintage touches.

The present vintage aesthetic stems in part from the materials used, including stainless steel and bronze, the signature snowflake hand design, aluminum bezels, chunky dial designs, and bracelets with riveted elements. A wide range of different case sizes ensures that the brand's chic timepieces appeal to both lovers of solid watches and those who prefer something a little slimmer and more refined. Regardless of the size, the diverse models with shields and Tudor roses often have a rather sporty appearance, which, especially when combined with the vintage nuances, creates an exciting mix.

Models and variants

If you want to compare watch brands, you obviously cannot avoid taking a closer look at their most popular models:

Rolex models

The list of legendary Rolex watches is long. Take, for example, the famous Rolex Submariner, a robust diver's watch with phenomenal water resistance and a highly recognizable design. Equally coveted are the models from the GMT-Master II collection, which display a second time zone and also attract attention with their colorful two-tone bezels—for example, the blue and red version of the "Pepsi" model.

In the category of unforgettable and still incredibly successful classics, Rolex boasts the Daytona Chronograph for racing enthusiasts and the multifaceted Datejust collection, which includes numerous elegant timepieces in various sizes and made of different materials. And, of course, the iconic Rolex Day-Date with weekday display, known by the prestigious name "President," should not go unmentioned. In short: The Rolex product portfolio is brimming with luxury watches that are among the most famous and popular in the world.

Tudor models

Anyone who thinks that, given Rolex's excellent watch selection, it's hardly worth taking a look at the Tudor range is mistaken. The brand with the shield logo has also produced impressive timepieces of its own, undoubtedly enriching the watch world. A good example of this is the Tudor Black Bay (41) collection. Here, we are dealing with an enormously diverse product line that includes vintage-inspired diving watches that, according to many watch enthusiasts, don't have to hide in the shadow of the "untouchable Rolex Submariner." The same can be said of the Tudor Pelagos diving watch with its titanium case and astonishingly high water resistance.

The Tudor version of the GMT-Master II is the Black Bay GMT. It also features a two-tone bezel, clearly reminiscent of its Rolex counterpart. The Tudor Submariner is also undoubtedly based on a Rolex model, and is not without reason considered an affordable alternative to the Rolex Submariner. And let's not forget the Tudor Heritage Chrono collection, whose unique design is inspired by the 1970s. If you take the time to absorb all these Tudor collections—from the Black Bay to the Submariner to the Heritage Chrono—the question of whether Tudor watches are merely "cheap imitations" of Rolex products becomes irrelevant, and it becomes clear that they actually have the potential to be a genuine, expressive alternative.

Technical features and innovations

A Rolex in-house movement stands for precision, reliability, and longevity. These movements continually set new standards in the watch industry and are a virtual guarantee that the watch's interior is of the highest quality. And what about Tudor movements? The brand continues to purchase high-quality ETA calibers, but now also produces its own movements, which have impressed even critics. The fact is: Rolex calibers are arguably unmatched in terms of quality, refinement, and craftsmanship. Nevertheless, Tudor movements should not be underestimated.

Beyond the calibers, Rolex has produced numerous innovative achievements over the years and decades, such as the quick-adjust bracelet, which proves extremely practical in everyday life. To be fair, it should be remembered that Tudor, due to its shorter history, has had less time to develop groundbreaking innovations. Nevertheless, the brand shows courage in straying from the beaten path and continues to experiment with different alloys, such as the aluminum-bronze alloy that gives the Black Bay Bronze its appealing patina.

Comparison of functionalities

To compare the functional aspects of Tudor and Rolex watches, we use two concrete examples from the diving and GMT watch categories.

Rolex Submariner vs Tudor Black Bay

• Water resistance: The Rolex Submariner is water resistant to 300 meters, the Tudor Black Bay to 200 meters.

• Technical features: The Rolex Submariner without a date features the caliber 3230 with a Chronergy escapement, anti-magnetic hairspring, and a 70-hour power reserve. The Black Bay is equipped with the reliable MT5602 movement and also boasts a 70-hour power reserve.

• Design: Both watches offer optimal legibility thanks to high-contrast dials and luminous material. The Rolex also scores points with its Glidelock quick-release bracelet.

Rolex GMT-Master II vs. Tudor Black Bay GMT

• Technical features: The Rolex GMT-Master II is powered by the magnetically protected Caliber 3285 with Paraflex shock protection, while the Tudor Black Bay GMT features the MT5652 movement. Both movements have a power reserve of 70 hours.

• Design: At first glance, the two timepieces look confusingly similar. Both are available in versions with a two-tone bezel, feature circular and triangle indices, a date display, and a separately adjustable twelve-hour hand.

• Details: While the Rolex's date display is covered by a magnifying glass, the Tudor version lacks one. Furthermore, the GMT-Master II's bezel is made of scratch-resistant ceramic, while the Black Bay GMT has a slightly more delicate aluminum bezel.

Value for money

One of the areas where Tudor and Rolex differ most significantly is price. While both brands undoubtedly produce quite expensive watches, there is still a significant price difference. For example, the Tudor Black Bay costs €3,620, while the Rolex Submariner costs at least €8,350. A similar gap exists between the GMT-Master II and the Black Bay GMT: The Rolex costs just under €10,000, while the Tudor version costs "only" around €4,000. In terms of price, it's clear that a Tudor model is considerably cheaper.

Target groups and market

Now, one naturally has to ask what motivates watch enthusiasts to invest in an expensive Rolex when its sister brand, Tudor, offers good quality at a lower price. It's not a difficult question to answer. Rolex is and remains one of the most successful, renowned watch brands of all time, and this is reflected not least in the value of its timepieces. Anyone who acquires a coveted reference with a Rolex crown can be almost certain that they have made a smart investment. This is not always the case with Tudor, which is why investors and collectors predominantly view Rolex as a more attractive investment option.

Nevertheless, there are, of course, watch enthusiasts who prefer a Tudor to a Rolex. They view the younger watch brand as an opportunity to enjoy high-quality luxury watches despite a limited budget. Purchasing purely as an investment is rarely an option for them.

To conclude our comparison, let's take a quick look at the brands' market shares. Rolex shines with an incredible 28.8 percent, while Tudor, with a share of 1.8 percent, presents itself as a much smaller, niche alternative with a correspondingly smaller influence on the watch industry.

Conclusion

Two brands, a strong connection, and significant differences: The sister brands Tudor and Rolex share not only roots and founders, but also a focus on quality, sophistication, and functionality. In direct comparison, Tudor emerges as a provider of functional, stylish watches with outstanding value for money, certainly offering several models that would appeal to many watch fans as a more affordable Rolex alternative. In contrast, Rolex is a superlative brand whose level of precision, luxury, prestige, and craftsmanship is simply incomparable.