The Clever Move of the Watchmaker from Kulmbach
Many people are not even aware of the family connection, although Tudor does not disguise its resemblance to the parent brand. The watchmaking pioneer and brilliant visionary Hans Wilsdorf, born in Kulmbach in Franconia and already the founder of the Rolex predecessor Wilsdorf & Davis in London at the age of 24, was also far ahead of his time - at least of his industry - in marketing. After his Rolex had already enjoyed a meteoric career, he began to consider price segmentation at Rolex. A second watch line was to open up new markets and target groups and to stabilise further growth. Wilsdorf wanted to establish a brand that would be more accessible and more affordable in price than Rolex, yet just as efficient and just as capable. As early as 1926 he had the brand name “The Tudor” entered in the commercial register through the firm Veuve de Philippe Hüther. In 1936 he took it over, and in 1946 he founded the subsidiary Montres Tudor SA. Fair price + Rolex quality was the magic formula. The strategy paid off: a Rolex Lady Oyster Perpetual costs more than twice as much as a Tudor Grantour for Ladies. This customer-friendly pricing, while retaining Rolex standards, was made possible by the use of bought-in movements exclusively of Swiss provenance. Since 1990 Tudor has been autonomous in the production of cases, crowns and case backs, which until then had come from Rolex manufacturing. In its 50th year, celebrated in 1996, Montres Tudor S.A. had long since grown into an independent, high-quality brand and was able to step out of its big sister’s shoes: from then on Tudor watches, crowns, straps and cases managed without the references to Rolex that had previously been customary. The energetic entrepreneur Wilsdorf also brought further trade marks into being, such as Aqua, Oyster, Genex, W&D, Rolwatco, Unicorn and Marconi. Yet it was left to Tudor to skim the cream alongside the principal brand Rolex. HORANDO promotes the purchase of watches online and at the same time trades in bricks-and-mortar retail in exquisite watches, de luxe wristwatches of world renown, interesting newcomers and established luxury brands. For every portfolio and every budget the collector, the enthusiast or the newcomer to the brand will find the right piece. We want wearer and watch to suit one another. The digital trade in luxury watches has developed from a niche into a strong segment.
The Bold Face of TUDOR
Unlike Rolex, the brand image of Tudor is geared to adventure, the testing of strength and dynamism. The brand promises an escape from the familiar world, imaginary journeys through Arctic expanses, over volcanic craters and along steep stretches of coast. Everyday cowboys who set themselves few limits identify with it. The forces of nature, eruptions and wilderness are evoked, fantasy and imagination, boldness and courage, visionary power. The calculable risk and the will to accept it. Clear colours that embody emotion, experience and event or – as with the diver’s watches – the secrets of the underwater world provide the visual accents. The aesthetic language at Tudor is oriented towards sport, nature and technology. In the North Flag and Grantour sports collections this finds its expression in the matt surface of the brushed case, in sandblasted details and in the high-contrast use of colour. At BASELWORLD 2015 Tudor presented two novelties whose expressive power is typical of the brand image the company seeks: the diver’s watch Tudor Pelagos and the Tudor Fastrider, which stems from the collaboration with the unconventional Italian motorcycle manufacturer Ducati.
Excellency Pelagos – the Perfect Diver’s Watch
Product quality and wearing comfort are among the essential standards at Tudor. The Pelagos, as one of the most fully developed diver’s watches, had long enjoyed cult status when in 2015 it came up with a sensation: a movement developed and built by Tudor itself – a particular challenge in the history of the brand. The TUDOR MT5612 calibre makes its wearers independent, flexible and ready for action. The 70-hour power reserve, the ceramic rotating disc with generously designed indices and a great deal of phosphorescent luminous material, a play of colour adapted to visibility at great depths, and the helium valve at the 9 o’clock position offer the diver the greatest possible safety. The extremely smart, but above all safety-enhancing titanium bracelet adapts to the pressure conditions of the diving suit by means of a spring mechanism. A rubber strap with a pin buckle can be chosen as an alternative. The refined colour combination on dial and bezel makes this sporting luxury watch a real eye-catcher. The previously black ceramic has been replaced by a matt blue. It takes up the colour of the diver’s watches as it has been customary since the nineteen-sixties. The Tudor Pelagos is unquestionably a small horological marvel, on water and on land, just like the Tudor Heritage.
Sports Fanatic Fastrider – the Daredevil among the Tudors
A watch like a motorcycle? Even if the notion seems bold – the Tudor Fastrider comes remarkably close to this vision. Not only for passionate bikers and motorcycle fans a feast for the eyes and a technical tour de force, a homage to motorcycle racing, an accomplished liaison of engineering, design and fine watchmaking. At the motorcycle builder Ducati the collaboration with Tudor was reflected in the development of one of the company’s most innovative models – the Scrambler. Freedom, adventure, urbanity – these are what the strong, clear colours yellow, red and olive green of the Fastrider stand for. The matt treatment of the brushed case underlines the technical idea, as do the angular character and the multitude of features. A striking touch: visually the watch straps evoke motorcycle saddles with decorative stitching. And the 46-hour power reserve is long enough for an extended spin. - Easy Rider sends his regards!
