The 1954-1998 Tudor Submariner was a junior member of the Rolex-Tudor Submariner family. Between the period immediately following the first Rolex Submariner and a few months before the new millennium, Tudor built a budget Submariner dive watch that frequently offered similar size, features, and quality to Rolex, but at a lower cost. significantly lower price. Although Tudor used a combination of Fleurier and ETA customer calibers, it shared Rolex-branded cases and bracelets for over 30 years. After a period of decline in the 2000s, Tudor came back strong in 2012 with the Heritage Black Bay and the Pelagos.
Now, as 2021 watch releases approach, rumors of a Tudor Submariner revival are swirling online. But Tudor Watch Company should resist the temptation to exploit the name of the most famous watch model. Already, Tudor suffers from an unbalanced brand identity that emphasizes its dive watches at the expense of models like the North Flag, Heritage Advisor, Fastrider, Royal and 1926 series. Tudor has become as dependent on the Black Bay as it is Audemars Piguet is the Royal Oak or Blancpain is the Fifty Fathoms. The little air that remains is consumed by the Pelagos diver. Tudor needs to redirect some of its marketing power and attention to non-diving watch models.
Additionally, Tudor and Rolex have grown separately since the 1990s. The price of a Tudor watch relative to a comparable Rolex model has climbed so much that a Tudor Submariner would create a nightmare for Rolex dealers. Imagine a world in which Rolex customers purchasing the Submariner full list and waiting months or years to do so discover a Tudor version of the same name at half the price. Should we complete this reflection? What seemed appropriate when both brands made utilitarian items becomes inappropriate when the price of a Rolex Submariner Date 126610 is 9,150 and a Tudor Black Bay Fifty Eight sells for 3,700.
All things considered, Tudor's dive watch collection doesn't need any additions; Tudor's other model ranges require more attention; Rolex's Submariner has become so aggressively sought after that an inexpensive watch of the same name would pose a political challenge. For all these reasons and more, Tudor should stick with its existing dive watches while recommitting to its other model lines.
Tudor should resist temptation
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