Tudor Watches Guide: A Complete Buying Guide, According to Esquire Editors

"Ever since its registration in 1926and certainly since its watchmaking activities began in earnest in 1946Tudor has lived somewhat in the shadow of its sister company, Rolex. However, ever since the firm's return to the U.S. market in 2013, a steady yet inexorable change has taken place: What was once merely the affordable alternative to one of the most well-known luxury brands in the world has since become a watchmaking phenomenon, with in-house movements, unique designs, and a tremendous catalog of popular models on offer."

"Part of this has to do with relative affordability, to be sure: While Rolex has continued its transformation from (mostly) dedicated tool watch manufacturer to luxury maison, Tudor has remained in the former position, offering hardy divers and other models for well under $10K, and often under $5K. Sure, it makes some dressier piecesbut taken as a whole, the company is known for dive watches, chronographs, GMTs, and other models meant to be used hard."

"The value in these watches is also significant: Whereas buying, say, a Tudor Submariner once meant purchasing what was effectively a Rolex Submariner with an off-the-shelf movement, snagging a modern Tudor dive watch in 2025 often means one is getting an in-house caliber developed by Kenissi, the brand's movement manufacturing arm. Furthermore, Tudor makes dive watches in sizes both smaller and larger than Rolex's own Submariner, meaning that between the two brands, one has access to an incredibly wide variety of models"

Tudor registered in 1926 and began significant watchmaking in 1946, historically positioned beneath Rolex. The brand returned to the U.S. market in 2013 and subsequently shifted from being merely an affordable alternative to a distinct watchmaking force. Tudor now produces in-house movements through Kenissi, offers unique designs, and maintains a broad catalog including dive watches, chronographs, and GMTs. Pricing often remains well under $10K and frequently below $5K, preserving its tool-watch character. The brand offers variable sizes, materials like titanium and ceramic, and a wide color palette, increasing appeal among collectors and general buyers.

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