It was Wilsdorf’s genuine commitment to a programme. This announcement was not merely words said for effect. The public was ready to recognize and appreciate a product whose technical, aesthetic and functional qualities, as well as its distribution, were guaranteed not by a newcomer on the market but by the Rolex brand, which had already earned worldwide renown for the high quality of its timepieces. At that time, the development of wristwatches was in full swing and today’s widespread drive to optimize resources, which is currently behind so many major financial and brand mergers, was still in the far-distant future. Hans Wilsdorf’s intuition was as simple as it was ingenious. It marked the birth of both the TUDOR brand and its production and communications strategy. It is called the Tudor Watch Company.” This announcement was made on 6 March 1946 by Hans Wilsdorf who, having created Rolex in the first decade of the 20th century, was already a leading figure in the upmarket Swiss watchmaking world. I decided to form a separate company, with the object of making and marketing this new watch. “For some years now I have been considering the idea of making a watch that our agents could sell at a more modest price than our Rolex watches, and yet one that would attain the standards of dependability for which Rolex is famous.
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