After Decades in Rolex’s Shadow, Tudor Crafted a Comeback All Its Own
With bold marketing, an aggressive growth strategy, and a newfound independence from its big sibling, Tudor is making watches people want—and the Swiss industry can’t stop talking about.
A new Tudor Black Bay model with burgundy bezel.
Source: Tudor
On the far western edge of the sprawling Geneva campus that’s home to Rolex, the world’s top-selling luxury watchmaker, another company is hard at work. More than 120 designers, engineers, marketers and managers in light-filled, open-concept workspaces are executing the next phase in a comeback that’s shaking up the Swiss watch industry.
Tudor, long relegated to a spot deep in sister brand Rolex’s shadow, has been given more autonomy in recent years to shape its fate and tell its story. This has emboldened its leadership to take risks, and as a happy result, five-year sales growth has been among the fastest in the industry.