Hodinkee
Hands-On: The Tudor Northflag
It's been a big year for Tudor. The brand is in the midst of a major anniversary celebration, with 2026 marking 100 years since Hans Wilsdorf filed the first paperwork that eventually led to Tudor's creation. Appropriately, that anniversary has been the dominant story this year, and it was reflected in their major novelty for Watches & Wonders 2026: the Tudor Monarch. That watch was, I think, largely a successful launch for the brand, and the supporting releases, though subtle, were meaningful and (in some cases) necessary. Still, for those of us who find ourselves generally drawn to Tudor's more utilitarian offerings, it was easy to feel a little overlooked coming out of Watches & Wonders. That changed last week with the launch of the new Northflag. The new watch is an update on the North Flag from 2015, and is aimed squarely at those looking for a compelling everyday adventure and exploration–ready watch. It does that, but it also brings the same maturity that has begun to permeate the Tudor lineup. But more on that in a minute, because before we talk about the Northflag, I want to talk about the North Flag (I know, vaguely confusing), and to do that, I need to talk about anniversaries. The Tudor North Flag I'm on record in several places as having my doubts about whether this was really the year for Tudor to mark the 100-year milestone. An even cursory look at Tudor's history quickly reveals that, while the Tudor wordmark may have been trademarked in 1926, and while e...
