Worn & Wound
Editorial: Tudor at 100
Tudor turns 100 this year. The same age as Dick Van Dyke and American Airlines. Anniversaries like this are a big deal in the watch industry – we’ve just been through a year where both Vacheron Constantin and Breguet celebrated major milestones, each with a series of special releases. That’s the playbook for a watch brand: milk the year for as long as possible with new releases that feel special. It’s a sensible strategy given that it inherently leans into heritage and prestige, both ideas that have been proven to sell watches successfully for years. This isn’t meant to be a prediction of what might be in store for Tudor this year – plenty of outlets and watch media figures have already weighed in on that topic. We don’t have any inside information, of course, so any guesses as to what Tudor might do would be just that. My hunch, though, is that we won’t see obviously anniversary inflected pieces dropped throughout the year in the same way we saw from the likes of Vacheron and Breguet in 2025. It doesn’t feel like that’s part of the Rolex DNA that Tudor shares. I expect we’ll see some very subtle 100 year mentions in Tudor marketing, a special watch or two that is not explicitly tied to the anniversary but as recognized as honoring it just the same, and perhaps something a little more celebratory around Watches & Wonders or an athletic event that Tudor is involved in (there will of course be many of those throughout the year). What I’m much more int...
