Tudor 1926 28mm Stainless Steel

Tudor exists because Hans Wilsdorf wanted to sell a Rolex to people who could not afford one. He registered the name in 1926 and relaunched it properly in 1946 as a separate company: Rolex cases, Rolex bracelets, Rolex crowns, but bought-in movements — usually ETA — at a fraction of the price.

For decades this made Tudor the practical choice for organisations buying in bulk. The French Marine Nationale issued Submariners to its divers. The US Navy tested them. Tudor's military history is arguably richer than Rolex's, because navies bought Tudors.

The watches developed their own identity regardless. The snowflake hands fitted to Submariners from 1969, specified by the French navy for legibility, became a signature the brand still uses. The Monte Carlo chronographs of the early 1970s, with their orange and blue dials, look nothing like anything Rolex made.

The brand withdrew from the US market in 1996 and spent a decade in relative obscurity before returning in 2013 with the Heritage Black Bay, which mined the archive rather than chasing modernity. It worked. Tudor now develops its own movements through a partnership with Kenissi, supplies calibres to Breitling, and holds METAS Master Chronometer certification — a technical position it never had when it was simply the affordable Rolex.