A Selection of Daring Designs
TUDOR is an award-winning Swiss-made watch brand, defined by watches with refined aesthetics, proven reliability and unique value for money. The origin of TUDOR dates back to 1926, when “The Tudor” was first registered as a brand on behalf of the founder of Rolex, Hans Wilsdorf. He created the Montres TUDOR SA Company in 1946 to offer watches with the quality and dependability of a Rolex, at a more accessible price. Renowned for their robustness and affordability, throughout their history TUDOR watches have been the choice of bold adventurers on land, underwater and on ice. Today, the TUDOR collection includes emblematic models such as Black Bay, Pelagos, 1926, and TUDOR Royal. Since 2015, TUDOR has also offered mechanical Manufacture Calibres with multiple functions and superior performance.
The World of TUDOR
In 2017, TUDOR launched a new campaign with the “Born To Dare” signature. It reflects both the history of the brand and what it stands for today. It tells the adventures of individuals who have achieved the extraordinary on land, on ice, in the air and underwater, with a TUDOR watch on their wrists. It also refers to the vision of Hans Wilsdorf, the founder of TUDOR, who manufactured TUDOR watches to withstand the most extreme conditions, watches made for the most daring lifestyles. It is testimony to TUDOR’s singular approach to watchmaking, which has made it what it is today. At the cutting edge of the watchmaking industry, its innovations are now essential benchmarks. The TUDOR “Born To Dare” spirit is supported throughout the world by first class ambassadors, whose achievements result directly from a daring approach to life.
David Beckham
One of the most admired, gifted and successful football players of all time, a philanthropist, an entrepreneur and global style icon, David Beckham is the ultimate embodiment of the daring values that make TUDOR what it is today.
Jay Chou
Musician. Actor. Director. For over a decade, the “King of Asian Pop” has been a major influence in music throughout Asia and beyond. Chou’s daring style is why he wears TUDOR.
Cheng Yi
Renowned Chinese actor, Cheng Yi is one of the most popular young faces of the TUDOR family. Known for his talent and dedication to his craft, he embodies the bold spirit of TUDOR.
The All Blacks
Since 2017, the New Zealand national rugby team has been a TUDOR ambassador. A perfect match: the All Blacks are fearless pioneers who play at the highest level of performance. Synonymous with boldness and excellence, they share the same values and the same commitment to precision.
Beauden Barrett
Beauden Barrett was elected the world’s best rugby player (both 2016 and 2017). He is a fly-half for the Auckland Blues in Super Rugby and the All Blacks. As a key playmaker helping the All Blacks to their third Rugby World Cup title in 2015, he now joins TUDOR as an All Black as their fast point-scoring lead.
Sarah Hirini
TUDOR is proud to be celebrating the spirit of daring women with Sarah Herrin. She’s a world-class skier, surfer, climber and amputee who breaks barriers in femininity, equality and the ever-expansive value of women’s sport.
World Surf League
Since Winter 2023, TUDOR is partnering with the World Surf League, from its title sponsorship of the WSL Big Wave season to headline events like Nazaré in Portugal, the TUDOR Nazaré Big Wave Challenge in Hawaii, and the TUDOR Big Wave Challenge in Maui, Hawaii.
Nick Von Rupp
In 2023, Nic Von Rupp—one of the biggest names in the world of Big Wave surfing—joined the TUDOR family as a “Born To Dare” spirit. He has surfed monster waves in Hawaii, Portugal and more. Highly accomplished, he’s helped push the boundaries of daring wave surfing for years.
Clément Roseyro
Clément Roseto didn’t just become a waterman—he was born into it. Raised by the coast near Biarritz, France, he made the sea his home as part of his life from a young age. An authentic French surfer, he is fearless in riding the most intense waves and continues to push forward.
Morgan Bourc'his
Three-time freediving World Champion Morgan Bourc’his has been working with TUDOR for over a decade across brand projects, exemplifying the “Born To Dare” ethos in life’s oceans around the globe.
Inter Miami CF
That’s right. TUDOR is the Official Timekeeper of Inter Miami CF, the bold and bright Miami-based club that has lit up world headlines—especially since signing Lionel Messi. The club is now one of the hottest teams in sports with style to match.
Visa Cash App Racing Bulls Formula One Team
TUDOR has made a bold leap by embracing modern endurance motorsport. Partnering with Visa Cash App RB (formerly known as Scuderia AlphaTauri), the TUDOR name is now part of the high-performance world of Formula One. Pushing limits of speed and technical precision, TUDOR is deepening its presence in elite sport.
Giro D'Italia
TUDOR is the Official Timekeeper of the entire RCS family of races—including the prestigious Giro d’Italia. This iconic race winds across Italy’s most dramatic landscapes. From Milan to Rome and the summits of the Italian Alps, the Giro d’Italia remains one of cycling’s most celebrated events.
TUDOR Pro Cycling Team
Featuring world-class Fabian Cancellara, winner of multiple Olympic and World Championships, TUDOR’s cycling team brings daring spirit to the professional racing world. Churning across the planet’s most grueling roads and peaks, the team represents many aspects of life’s exciting global sport.
Fabian Cancellara
Fabian Cancellara continues to show what one can do. From winning four World and Olympic medals, to partnering with TUDOR and launching the TUDOR Pro Cycling Team, his bold approach redefines what it means to be “Born To Dare.” For Cancellara, it was just the beginning.
Dakar Rallye 2025
TUDOR returns as the official timekeeper of the Dakar Rally, marking a new legacy of boldness and endurance for racers across every stage.
About TUDOR
Reliable and Robust Watches Since 1926
Manufacture
Every TUDOR watch is assembled and fully tested to TUDOR’s superior standards at the brand’s new Manufacture located in Le Locle, Switzerland, where state-of-the-art robotics meet traditional watchmaking expertise. The new Manufacture integrates the development and assembly of key components, as well as quality control and logistics management and automated storage systems, into one exceptional space after three years of construction.
Movements
In 2015, TUDOR debuted its first Manufacture Calibre in its history. A high-performance Calibre is the product of both unique expertise and exceptional production tools. It offers outstanding precision, proven robustness, and above all reliability. TUDOR’s Manufacture Calibres are now used in a wide range of models, making TUDOR one of the top watch brands in the world.
History
TUDOR was first established by Hans Wilsdorf in 1926 to make the best possible watch at the best possible price. Nearly a century later, TUDOR is the alternative to the traditional luxury watch — offering cutting-edge design and peerless quality at accessible price points.
