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Everything you need to know about luxury watches

The Zenith 'El Primero'

The Zenith ‘El Primero’ was manufactured for the first time in 1969. And the watch turned to be an exceptional chronograph. Why? The ‘El primero’ was in that time the world’s first automatic, high-frequency watch and it was equipped with a chronograph function.



Zenith El Primero


The tall, narrow building in Le Locle, with close-up high windows to reveal the daylight, demonstrates Zenith's history as independent manufacturing in the enterprising spirit of the industrial revolution. The company, set up in 1865 by George Favre-Jacot as a watch assembly workshop, has made and distributed every watch type, from the simple pocket watch to the most complicated calendar.

After Zenith was sold to the LVMH Group in 1999, the label was thoroughly dusted and perhaps modified a little too much. With eccentric creations, this obsessive watchmaker of all watchmakers suddenly found itself in the shining world of the ‘Haute Horlogerie’. For the 150th anniversary of the company in 2015, their historic building in Le Locle was also dusted. And their beautiful workplace was incorporated into the UNESCO World Heritage List in 2009. In the building there are more than eighty different crafts. New materials and new machines may be used, but faith in tradition remains one of the most important features of the brand with the star. That is the course set by Jean-Frédéric Dufour during the recession, followed by his successor Aldo Magada, who goes on the circuit and even in the stratosphere to demonstrate the character and style of the company's products. .


El Primero

This Zenith ‘El Primero’ was above all the most precise as it was the only chronograph capable of measuring stop times to the nearest tenth of a second, not to mention its exceptional beauty. Zenith introduced a special kind of aesthetic which remains Zenith’ signature for all ‘El Primero’s’ to this day. The ‘El Primero’ has an iconic caliber inside an attractive chronograph and has the perfect size for your wrist.

The primero is the first chronograph around the wrist with automatic winding technique and a frequency of 36,000 vibration per hour. Only few watchmakers had ever ventured to such a high vibration frequency - and none of them with a complication like the integrated chronograph mechanism and the two-sided exciting rotor of the ‘El Primero’. However, the fact that this caliber has gained its fiftieth birthday is due to the revival of the mechanical watch.


Discover our Selection of Zenith Watches
  1. El Primero
    El Primero
    €9,050.00 Now Only €7,190.00
  2. Pilot Type 20
    Pilot Type 20
  3. Defy Classic
    Defy Classic
    €6,100.00 Now Only €5,890.00
  4. El Primero Range Rover
    El Primero Range Rover
    €8,900.00 Now Only €5,350.00


5 things you didn't know about Tag Heuer

Tag Heuer is one of the most well-known names in horology. Even though they don’t carry the prestige of a brand like Rolex or Patek Philippe, they are a name that people know and recognize, whether they are into horology or not.

Tag Heuer gets most of its brand awareness from their involvement in motorsport. They are a big sponsor in Formula 1, Formula E (electric F1), indie 500, motocross, WTTCC and endurance racing. It’s fair to say that they have dipped their toe and glued their logo on almost every major motorsport event available.

Below, you can find 5 things you didn’t know about Tag Heuer.



Tag Heuer Monaco

Tag And Heuer Used To Be Two Different Companies

Heuer made watches, Tag was (and is) a private holding company. Tag stands for ‘Techniques d'Avant Garde’.

Heuer Watch Company was acquired by the Tag Group in 1985. From that day, Tag decided to merge both brand names and display both names on the dial. This is why you only see the name ‘Heuer’ on watches older than 1985.

The subsidiary was bought by the LVMH group in 1999 for $740 million.


Heuer Used To Be An Olympic Timekeeper.

While Omega currently wears the Olympic crown with pride, Heuer used to be the Olympic timekeeper in the 1920’s. The watches were used during the Antwerp, Amsterdam and Paris Olympics after the first World War. Back then, Heuer made some of the most accurate timepieces available.


First Swiss Watch In Space

If you think about ‘space watches’, the Omega Speedmaster Moonwatch should be the first name that pops in your head. A little known fact is that Heuer was even earlier to the party. In 1962, the Mercury ‘Friendship 7’ mission left earth. Astronaut on board John Glenn flew around our precious little planet three times, while having a Heuer 2915A stopwatch on his wrist.

Since this was a simple stopwatch, it didn’t have a strap. A custom elastic strap was made especially for this stopwatch, and was placed over his space suit.


Where Does The Name ‘Autavia’ Come From?

The Autavia is one of the most popular and respected models of the brand. It’s a wildly respected watch among collectors and aficionado’s, and the particular model has claimed a whole niche to itself.

But where does this name come from? Autavia comes from a mix of two French words: Auto (car) and aviation (airplanes). Stick them together and you have Autavia. Simple as that!


How Steve McQueen Made The Monaco A Legendary Watch.

The Monaco is one of Tag Heuer’s famous and most recognizable watches. The square case was made famous by non-other than actor and legend Steve McQueen. McQueen wore a Monaco in the 1971 movie ‘Le Mans’. McQueen even picked this watch himself, because he thought it would look the part.

McQueen also wore a ‘Chronograph Heuer’ badge on his racing suit. Any round watch would have gone unnoticed in the movie, but the extravagant square shape of the Monaco made it easy for fans to spot and adore this remarkable timepiece.


Discover our Selection of Tag Heuer Watches
  1. Monaco
    €6,000.00 Now Only €5,290.00
  2. Carrera Calibre 16
    Carrera Calibre 16
    €4,200.00 Now Only €2,895.00
  3. Formula 1 Calibre 6
    Formula 1 Calibre 6
    €1,700.00 Now Only €1,250.00


5 Watches with rubber straps to kick off the summer

With spring starting, we can already start daydreaming about summer. Short sleeves, swimming trunks, and steel bracelets that suddenly feel way too tight on the wrist.

High temperatures can make your wrist swell, so your trusted steel bracelet suddenly feels like a tight handcuff chocking your wrist. Swapping to leather might not be the best idea, since sweat and sunscreen can stain your leather. A Nato-strap sounds like a good alternative, but not every watch looks as good on a Nato.

How can we solve this life threatening first world problem? Rubber!

Today, we are going to look at 5 summer watches with rubber straps you should look into.



Omega Speedmaster 300M Rubber Strap

Bell & Ross BR05

The BR05 is one of the latest and biggest releases Bell and Ross has released in the last few years.

Even though it’s a relatively new model (introduced in 2019), the design team of Bell and Ross hasn’t sat on their hands so far. The BR05 line already has an impressive collection of watches. The integrated rubber strap is why this watch deserves a place on the list.

You get to pick between time only or chronograph, skeletonized or regular dial, steel bracelet or rubber strap, and a range of colors and case materials.

The BR05 brings impressive new elements to the table, while still carrying strong Bell and Ross DNA.


Omega Seamaster 300M

The Omega Seamaster 300M might be one of the most versatile watches on this list. Not because of its functions (it only features time and date), but because of the looks. While rubber mostly looks very sporty and casual, this curved rubber strap gives the Seamaster a very classy vibe. Don’t believe me? James Bond wears this Seamaster 300M on a rubber strap while sporting a tuxedo.


Panerai Submersible

The Panerai Submersible is a fascinating watch. It’s a rugged sports watch without compromising the strong Panerai DNA. It’s without a doubt the sportiest watch on this list. Over the years, Panerai has released dozens of variations, all with different dials and interesting case materials. Submersibles also always come with the classic Panerai rubber strap, that’s why they deserve their place on this list.


Hublot Big Bang

Hublot, you either love them or hate them. The Big Bang might not be the classiest watch to wear under a suit, but it’s not impossible either. The Big Bang is definitely a great summer watch if you want to get noticed.

Up to last year, you could only get Big Bangs on rubber straps. Quite a ballsy move from Hublot to only offer their key model on an integrated rubber strap. This is exactly why Hublot deserves its place on the list.


Breitling Chronomat GMT

The Breitling Chronomat GMT proves to be an excellent holiday companion.

The Chronomat has 200m water resistance and a rubber strap, making it the perfect companion to sip cold brewski’s by the pool. The GMT comes in handy if you want to check the time at home, so you can mock your friends who aren’t on holiday and send them annoying pictures of you with a cold beverage or your feet in the sand. Always fun to do, never fun to receive.


Modern Rolex Nicknames you NEED to know

Reference numbers are boring and long. If you ever meet someone who says ‘Hey, check out my new’ instead of ‘Hey, check out my new Omega‘, run away from them. No one likes a show off.

Because a brand like Rolex has had about a gazillion different variations of Submariners and GMT-Masters over the years, people came up with nicknames to make it more easy to talk about a certain model. Below, you will find the most important and most used nicknames for modern Submariners and GMT-Masters. Did you already know them all?



Rolex Pepsi

Pepsi (BLRO)

The Pepsi has to the first one on the list without a doubt. The Pepsi might be one of the most famous & recognizable Rolex models ever made. They were a huge hit in 1955 when they came out, and they are just as popular today.

The Pepsi has had many different evolutions and reference numbers over the years, but they always have one thing in common, the letters BLRO at the end. BLRO stands for Bleu-Rouge, what means blue-red (the colors of the bezel) in French.

Next to the latest stainless steel version, there is also is a white gold model with blue dial, black dial and meteorite dial.


Batman (BLNR)

If you have only watched the most recent Batman movies, this name won’t make any sense to you. The nickname Batman represents the blue& black color combination on the bezel, while modern Batman wears a black suit with a gold belt. The name is linked to the Batman from the comics, where he wore a black/grey suit with a blue cape.

The original Batman (ref 116710BLNR) was introduced in 2013 and discontinued in 2018. The next year, successor 126710BLNR was introduced. The new model had roughly the same design with some small updates and a Jubilee bracelet. Some call it the Batgirl, others cringe heavily at that name.


Kermit-Hulk-Cermit (Or Starbucks)

These are the 3 generations of the Submariner LV series. Not LV as in Louis Vuitton, but as in lunette vert, translating to green bezel in French.

The original Kermit (ref 16610LV) was the first Submariner with a green bezel, released for the 50th anniversary of the Submariner in 2003. The bezel was made from aluminum.

The Hulk came later, and wore the reference number 116610LV. This Submariner had a ceramic bezel, sunburst green dial (compared to the black dial of the Kermit) and much beefier case. The Hulk was introduced in 2010 discontinued in 2020.

The Cermit (Ceramic Kermit, get it?) or Starbucks (because the watch looks like the Starbucks logo) is a mix of both watches. It was released in 2020, and carries features of both the Kermit and the Hulk: a green ceramic bezel but with a black dial.


Smurf (LB)

The Smurf might have guessed it.. Blue. The first Smurf (116619LB) is known for its white gold case and bracelet, and its blue dial and blue ceramic bezel. Fans have been begging for a blue Submariner with steel case for years, but Rolex keeps this color for precious metals. The fans got some hope in 2020 when a blue bezel-black dial Submariner render was leaked. Could it happen, a steel& blue Submariner? At the release, it quickly became clear that the new model, the 126619LB, also had a full white gold case and bracelet. Looks like the fans need to have a bit more patience.


Root Beer (CHNR)

The Root Beer has been around for a long time, and came back not so long ago. This model has also had quite a lot of different variations since its release in the sixties, but all of the reference numbers ended with CHNR: Chocolat-Noir.

The Root Beer always has a brown& black color combination on the bezel of a GMT-master. It was first introduced in the sixties, and was re-introduced in 2018 on the two tone 126711CHNR and rose gold 126715CHNR.



The Coke has been out of production for years, so it’s technically not a ‘modern’ Rolex. Fans have been rooting for the return with a ceramic bezel for years. A ‘Coke’ is the nickname for a GMT Master with red and black bezel. Current available colors are red& blue, blue& black and brown& black. There is a good chance that Rolex will bring back the famous red& black combination on a future GMT master.


Discover our Selection of Rolex Submariners & GMT-Masters
  1. Submariner Date 40
    Submariner Date 40
  2. Daytona
  3. Daytona 40
    Daytona 40


Why Snoopy deserves his place on the Omega Speedmaster

Snoopy and Omega have always had a very close and interesting connection. So far, Omega has released 3 different Snoopy editions, each one more impressive and more sought after than the last one.

But why? Why does a titan like Omega put a cartoon character on their dials, and why Snoopy? Why not the Simpsons or Garfield? (Off the record, how cool does a Garfield Speedy sound!)

Timex also uses Snoopy on their watches. Is there a link between Omega and Timex, or is this a mere coincidence? Let’s find out!



Omega Speedmaster Snoopy

Why is he on there?

The Snoopy on the Omega watches doesn’t represent the cartoon figure, but it represents the prestigious Snoopy award. The Snoopy on Timex has nothing to do with this award, they just want to make funny looking watches.

Omega received the ‘Silver Snoopy Award’ from NASA in 1970, the highest honor one can receive while working on a space program. The award is only given to a NASA employee, supplier or individual who has delivered an outstanding effort or contribution for space exploration. Omega received the honor because of the events that occurred at the Apollo 13 mission.

Mid-flight, an oxygen tank of the Apollo 13 capsule exploded. This explosion knocked out most of the electrical supplies on board. The astronauts lost most of their navigation equipment, and the blast blew them way off course. In other words: they were floating in space with no idea where they were going. This is where their Omega watches played a big role. All their electrical equipment and radars were down, but the mechanical gears in their hand-wound Speedmasters worked just fine.

The crew used their chronograph to time the ignition of the rockets to get the capsule back on the right course. This was a tricky job, since overtiming or under timing would result into the crew missing earth and flying into eternity. Once the crew was close to earth, the chronograph was once again used to time the ignition of the rockets to slow them down.

The astronauts all got out without a scratch, all thanks to their Omega Speedmasters.

Because of the important role Omega played during this unfortunate event, Nasa gave Omega a Silver Snoopy award to recognize the importance of the Speedmaster, especially on the Apollo 13 mission.

So far, Omega has released three Snoopy editions to celebrate and commemorate their award and the role they played in saving the mission and the astronauts’ lives. Which one is your favorite?


Discover our selection of Omega Speedmaster Moonwatches

What It Takes To Be A Good Watch Ambassador

Being a watch ambassador might seem like a dream job. You receive great watches for free, and you just have to wear them, that’s it. Pose for a few pictures and go on with your day and free timepiece.

Having your brand on the wrist of an athlete or celebrity might not be as easy as it sounds. A good ambassador can introduce your brand to millions of new potential customers, but a bad ambassador can really hurt your precious name. Let’s find out how brands should pick ambassadors, and how they certainly shouldn’t pick them.

It’s important to have a brand ambassador who actually likes your products. That might sound like pure logic, but it’s actually harder than it sounds.



Tom Brady IWC Ambassador

How it should be done

Let’s start with the topic of the month, legendary quarterback Tom Brady. Brady is an American football quarterback player for the Tampa Bay Buccaneers, and is considered one of the best American football players to have ever existed. Brady and his team have been all over the news for the last few days, since he won his 7th Super Bowl on February 7th, an unseen record. He is the first player in history to win 7 Superbowl rings.

Brady has also been an important IWC brand ambassador since 2019. Brady was often spotted wearing IWC watches before he was ambassador, watches he paid full retail price for. He was often seen wearing an IWC Portugieser he received from his wife, and his all-time favorite, the black Top Gun Pilots watch. It was only logical for IWC to approach him and make him the face of the brand, since Brady already had much affinity for IWC.

Since we are talking about IWC, we have to mention Lewis Hamilton. Brady is the all-time best American Football player, Hamilton is the all-time best Formula 1 driver. That’s just by looking at the numbers.

Hamilton is a big IWC fan as well. Hamilton has a big IWC collection, as well as a few unique pieces he proudly wears. He only wears IWC, even in his free time, and even if his contract doesn’t obligate him to do so.

That’s how you build loyalty, and brand loyalty the best publicity money can’t buy.

Hamilton even has a IWC printed on his racing gloves, so it always looks like he is wearing a watch, even mid race.


How It Should NOT Be Done

Daniel Craig is an Omega Ambassador (technically James Bond is, but you get the point), and yet Daniel wears northing but Rolex in his free time. Craig only wears Omega on Omega-sponsored events, and takes his watch off when the event is over. Not a valuable ambassador if you ask me.

Christiano Ronaldo is another horrible example. Ronaldo is ambassador for both Tag Heuer and Jacob & Co, already a bad idea if you ask me.

If you look a lavish individual like Ronaldo, a player who earns around €50 million (including sponsorships) a year and only drives Bugatti’s and flies in his private jets, would you associate that individual with €2000 dive watches (like the Tag Aquaracer), or with multi million euro diamond covered tourbillons? Exactly!

Ronaldo is often spotted wearing different million euro Jacob & Co’s and often hangs out with the brand’s founder, Jacob The Jeweler. Meanwhile, Ronaldo never wears a Tag Heuer, unless his sponsorship contact forces him to. Is that really how you want to profile your brand?


Professional Moonwatch Vs Regular Speedmaster, What’s The Difference?

The Speedmaster might be one of the most iconic chronographs ever made. I would even go a step further and say that it’s one of the most well-known and most popular watches available.

The Speedmaster jumped to mainstream success when NASA selected the watch for their first mission to the moon, the Apollo 11 mission. The watch has been widely popular ever since.



Omega Speedmaster Moonwatch

2021 brought us a new Speedmaster Professional with many impressive and even more hidden upgrades. The Speedmaster has had many variations and countless limited and special editions over time, but the Professional has always been a fan favorite.

The Speedmaster Pro is the modern iteration of the watch that was worn on Apollo 11 in 1969. The Professional is often referred to as the Moonwatch, but what makes a Pro a Pro?

All Moonwatches are Speedmaster, but not all Speedmasters are Moonwatches. What’s the difference, and what should we look for?



Let’s make one thing clear: despite what the name claims, the Pro is not ‘better’ than any other Speedmaster, nor is a regular version ‘worse’ than a Pro.

The Pro is based on the original Moonwatch, and is usually slightly larger than other models. Other models of the Speedmaster follow their own philosophy, while still carrying the very visible Speedmaster DNA.

The biggest difference is in the movement and the crystal. Most modern Speedmasters have an automatic movement and a sapphire crystal, the pro has a hand wound movement and a hesalite or sapphire crystal.

‘But an automatic movement is more convenient than a hand wound movement, and a sapphire crystal is way stronger than hesalite, why does the Pro have these features?’ The reason why is simple: the original Speedmaster that went to the moon had a hand wound movement and a hesalite crystal. The Die-Hard-Moonwatch fans only want to wear the closest thing to the original. Even though a hand wound movement requires more work and hesalite can break more easily, this watch is made for the true enthusiasts.

The true enthusiasts got some great news in 2020. Caliber 321 was the movement that powered the Speedmaster that was approved by NASA. Sadly, Omega discontinued the legendary caliber after 1969.

In 2020, Omega announced that the new professional models will be powered with a modern, updated caliber 321. This means that the enthusiasts can finally get a real modern take on their beloved watch, closer to the 1969 original than ever.


Discover our selection of Omega Speedmaster Moonwatches

5 Things You Didn’t Know About The Omega Speedmaster

The Omega Speedmaster is one of the most well-known and best sold watches in the world. It has been a bestseller and mainstream success for decades. Why is the ‘Speedy’ so popular? Of course, the fact that the Speedmaster was the first watch on the moon plays a big role, but it’s not the only factor. Many other watches have gone to space, and have since been forgotten. Why is the Speedmaster such a timeless success? Below, you can find 5 facts about the Omega Speedmaster you didn’t know.



Omega Speedmaster

1. No Upgrades

It’s a well-known fact that the Speedmaster was the first watch on the moon. Still, Omega forgets to tell us a more impressive fact.

Almost all equipment that is taken into space is heavily modified by NASA’s engineers. The astronauts take tons and tons of gear with them, but nothing they carry is available in regular stores for normal mortals like you and me to purchase. The Speedmaster was the only exception. There was no need for NASA to modify or upgrade this watch, they thought it was perfect the way it was.


2. Moonwatch Or Olympic Watch?

Omega likes to remind us every few months that their watch was the first watch worn on the moon. Countless limited editions and a big part of their marketing budget makes sure we won’t forget. But did you know that the Speedmaster was never intended to go to the moon?

The Speedmaster was introduced in 1957 as a racing chronograph and sports watch. Omega was the Official Timekeeper of the Olympic Games (and still is today), and they needed a robust and sporty watch that could time laps and rounds.


3. Tachymeter

A tachymeter are the numbers on the bezel of a racing chronograph.

Many brands have tachymeters fitted on their chronographs today, but Omega were the first to place it on their watch. Another impressive innovation!


4. Snoopy

Omega has released a few limited edition Speedmasters with Snoopy on the dial. Why have they done that? It can’t just be a gimmick, can it?

Omega received the ‘Silver Snoopy Award’ from NASA. The award recognizes the effort and contribution someone (a brand, supplier or employee of NASA) has done for space exploration.

This was given to Omega because of what happened during the Apollo 13 mission. During this mission, an oxygen tank exploded, resulting on heavy electrical problems on the spacecraft. This meant that the astronauts were flying way off their course, and they could not fully rely on their equipment.

Their Omega Speedmaster saved their lives and mission. The chronograph was used to time the ignition of the rockets to get them on the right course again. Burn the rockets for too long or too short, and they would miss earth and fly into infinity.

They also used their chronograph to time the ignition of the rockets to decrease their speed when approaching earth, since that part was damaged too. Mistiming this could lead in horrible accidents, which would lead to a certain death. The astronauts miraculously all survived the return, even though the odds were heavily stacked against them. Omega was (and still is) very proud that their watch saved lives and saved the mission, so they put Snoopy on some of their watches to honor their Silver Snoopy reward.


5. Michael Schumacher had his own Speedmaster line

You might associate Michael Schumacher with Audemars Piguet, and you wouldn’t be wrong! Schumacher was indeed an ambassador for AP, but before, he was Omega’s man!

In the 90’s and 2000’s, Omega wanted to profile the Speedmaster as a racing watch to attract a new and bigger audience. They hired Schumacher, and even named a few racing models after him!


Discover our Selection of Omega Speedmasters
  1. Speedmaster Professional Moonwatch
    Speedmaster Professional Moonwatch
  2. Constellation Day-Date
    Constellation Day-Date
    €7,000.00 Now Only €3,990.00
  3. De Ville Prestige
    De Ville Prestige
    €3,300.00 Now Only €2,450.00
  4. Speedmaster Professional
    Speedmaster Professional

How To Properly Treat Your Dive Watch.

Dive watches play a big and important role in horological history. These are watches that can withstand almost every stress test and situation you put them trough, no matter how rough. Thanks to James Bond, Dive watches can also be worn on formal occasions and under shirts. Thanks James!

And yet, these rugged pieces of steel can be easily damaged if you treat them in the wrong way. Here are a few tips and tricks on how to treat your dive watch right and prolong its life.



Dive Watch

Screw Down Your Crown

This might sound as a stupid and obvious first step, but unfortunately it’s not. Every year, countless dive watches get damaged by water. A half-screwed down crown can look fine, but can let in water. Always make sure your crown is tightly screwed down before you enter the water.

A dent or scratch can be polished out, but even the slightest amount of moist can be bad news.

Therefore, if you see damp or water in your watch, bring it to a watchmaker as fast as possible. if you don’t do this, your movement, hands etc. can begin to rust. This can result in a very expensive service, or even a completely new movement.


Check The Waterproofing Of Your Watch

Your steel case will keep its integrity and strengths for hundreds, if not thousands of years. The real thread are the rubber gaskets. Since a metal on metal connection can’t be made airtight, rubber gaskets make sure water doesn’t come in through the case back or crown. This makes an excellent seal, but the downside is that rubber can lose its flexibility over time. This means that you can screw down your case back and crown properly and do everything by the book, but the old and dried up rubber gaskets can still let water in under high water pressure. If you plan on diving regularly, make your you get your caskets checked and changed every few years. Changing the rubber gaskets in pretty inexpensive, and usually only costs a few euro’s. Sending your drowned dive watch in for service is significantly more expensive.


Rinse Your Watch After Swimming

‘Steel is strong, this shouldn’t be a problem, right?

Steel isn’t the problem, but the flexibility of the steel bracelet or rubber strap is.

Salt and sand from the sea and chlorine from a pool can over time damage your watch if you don’t wash it with clear water. Rubber straps also wear out quicker if you let salt water dry up on it. It’s not broken after the first swim, and no drama’s occur if you forget it once or twice, but if you are a frequent swimmer, rinsing your rubber strap will significantly prolong its life. Same thing with a steel bracelet. Salt and sand can dry up in and around the joints, making the bracelet less flexible and less smooth over time.

Another problem can be a jammed bezel. Sweat, dirt and salt can build up under your bezel. If you let this built up for years, your bezel can get jammed, making it harder or sometimes even impossible to turn.


Discover our Selection of Dive Watches
  1. Marlin Steel
    Marlin Steel
    €4,850.00 Now Only €3,890.00
  2. Professionale Crono 6002
    Professionale Crono 6002
  3. King Power Oceanographic
    King Power Oceanographic
    €25,250.00 Now Only €11,990.00
  4. Marlin Steel
    Marlin Steel
    €4,850.00 Now Only €3,450.00

The History Of Tudor

Tudor is seen as a relatively new and modern brand, and is an established name under watch enthusiasts. Yet, even though their reputation is relatively young, the brand is almost one hundred years old. Let’s find out more about!



The History of Tudor

Tudor Is Owned By Rolex And Was Founded By Rolex’s Founder

This might not be a surprise for many, but it’s important to not forget how and why it happened.

‘What’s the big deal, brands buy and own other brands all the time?’

Well, this case is different, and definitely worth mentioning. Many brands and groups indeed buy other watchbands, but they stay separate brands. Omega is owned by the Swatch group, but the Swatch Group (and especially the Swatch brand) has limited to no influence in Omega’s way of doing business. Bulgari is owned by LVMH (Louis Vuitton Moët Hennessy), but I don’t think the guys from Louis Vuitton or Hennessy are invited to Bulgari’s brainstorm sessions.

With Tudor, it’s different. Tudor is Rolex’s sister company, and was founded in 1926 by the same guy who founded Rolex, Hans Wilsdorf. Wilsdorf founded Tudor to complement the Rolex line up. Tudor was supposed to offer a more ‘affordable’ line. This way, Wilsdorf could offer lower priced watches to a broader audience without affecting the quality and reputation of Rolex.

Today, both brands are still owned by the Hans Wilsdorf Foundation.


Tudor Made Watches For Military Units All Over The World

The biggest seal of approval a tool watch can get is being tested, approved and used by the military.

The Tudor Submariner was for example used by the US Navy elite Seal’s and the French Marine Nationale since the mid-sixties.

This was great for Tudor’s reputation. In their early days, Tudor struggled with their reputation. Since many of the early models had very similar designs as Rolex and sometimes even the same name (Submariner, Day Date), they were considered the ‘poor man’s Rolex’.

Being selected for various militaries sixties was exactly what their reputation needed. Many Tudor Submariners were used and worn in the Vietnam War. This helped to get rid of their ‘poor man’s Rolex’ name.


Tudor Re-Launched Itself In 2009

Tudor went under the radar for a few years. In the first few decades, Tudor watches and Rolex watches were very similar. Tudor had of course key features, like their signature Snowflake hands, but there were a lot of similarities. Tudor even used Rolex cases and bracelets for their first watches. Tudor wanted to start over fresh with a complete new line up and fresh reputation.

Today, Tudor is a completely separate and strong brand. They have their own designs that look completely different than the current Rolex line-up. They really managed to give the Black Bay and Pelagos line up an incredibly strong reputation in less than 10 years. Something many brands can’t even manage to do in fifty years.


Discover our Selection of Tudor Watches
  1. Heritage Black Bay
    Heritage Black Bay
    €3,610.00 Now Only €3,490.00
  2. Heritage Black Bay
    Heritage Black Bay
  3. Heritage Black Bay
    Heritage Black Bay
    €4,960.00 Now Only €4,590.00
  4. Heritage Black Bay
    Heritage Black Bay
    €4,960.00 Now Only €4,190.00