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A Redditor asked who buys Tudor. Reddit answered.

The Tudor Black Bay GMT from 2023.

Some are properly upfront, and others suspected this was an IRS entrapment. But the answers revealed a lot.

In a Venn diagram of “Weird Things to Look Up on the Internet” and “Stories of Horrible People”, the intersection point is Reddit. If you haven’t heard of it, it’s frequently known as the front page of the internet. But it’s 2023, so if you haven’t heard of Reddit, I’m not sure where you’ve been. 

A few weeks ago, a Redditor by the username of BasicBroVanCity, who had been curious as to who actually buys luxury watches, asked the subreddits of Tudor, OmegaWatches, LonginesWatches, and Rolex some basic questions – what they did, their income, why they preferred one brand over another, and what watches they owned. Obviously, not everyone took to the income question well – there are many comments on IRS phishing expeditions and some very amusing replies on jobs. But the Tudor subreddit responded well. We broke it down – Tudor marketing, if you’re reading this, you ought to consider hiring BasicBroVanCity for research – for you.

Tudor's collectors and buyers on Reddit appear to be largely men, across all ranges of ages, occupations and lifestyles.
Tudor's collectors and buyers on Reddit appear to be largely men of all ages, occupations, and lifestyles. (Image by Papaioannou Kostas from Unsplash)

Tudor owners really run the gamut and have a GSOH. 

When it came to jobs, replies ranged from ‘Trophy Husband’ to ‘Computer Scientist’, but it is apparent that Tudor’s designs appeal to a broad range of audiences, from finance students to pilots, C-suite executives, and healthcare workers. Some replies revealed annual incomes ranging from $33,000 to $200,000. Most respondents, if not all, are male (but that might also be a Reddit bias).

The Tudor Black Bay 54 has a strong heritage, but only if you're familiar with its history.
The Tudor Black Bay 54 has a strong heritage, but only if you're familiar with its history.

They appreciate value.

More than one reply mentioned that they feel Tudor is a bit of an IYKYK (If You Know, You Know) brand but also that its watches offer great performance and quality for their pricing. As expected, and to no one’s surprise, there’s a lot of backtalk about the lack of market availability for Tudor’s sibling brand and the hoops that ADs make collectors jump in order to get a Rolex.

A Tudor Oyster Submariner from 1955. The modern-day Tudor watches still hold close to these vintage pieces.
A Tudor Oyster Submariner from 1955. The modern-day Tudor watches still hold close to these vintage pieces.

Design matters.

The tool watch, the utilitarian style of Tudor’s watches, especially the modern Black Bays, is appealing to its fans. While a few collectors mentioned vintage Tudor watches, most pointed out that the watchmaker’s designs in recent years have really struck a chord with them. Almost every response pointed out that the designs of their watches were a kind of discreet luxury compared with more recognised brands. And judging from the responses, darker dial colours and matte finishings are also part of the attraction.

Details like micro-adjustments and well-designed bracelets are part of the attraction for Tudor buyers.
Details like micro-adjustments and well-designed bracelets are part of the attraction for Tudor buyers.

The bracelet is important.

One comment that really struck me was how the pragmatism integrated into Tudor’s bracelets had become a de facto standard. There were comments on micro-adjustments lacking in other brand’s bracelet models as well as Tudor’s bracelets wearing well on the wrist. Whether it’s a titanium bracelet or Tudor’s fabric strap, it seems that collectors really favour these improvements. (However, it’s important to note that many of these functions add to the bracelet’s thickness or heft, which is why not all bracelet makers offer them.)

Sub-40mm Tudor watches with short, curved lugs make the watches a great fit on any wrist.
Sub-40mm Tudor watches with short, curved lugs make the watches a great fit on any wrist.

So is the size.

Several replies mentioned that the sizing of Tudor’s sub-40mm watches with short wrist-conforming lugs attracted them to the brand. Notably, most buyers today want tool watches in a smaller size for comfortable wear and practical value. That does make sense since tool watches don’t require too many complications, which equates to smaller base calibres and, therefore, smaller case sizes.

Unfortunately, most of the replies came from North America or Europe, which means we don’t have a good sample of buyers in Asia, especially in our region. So, if you’re interested in adding to the conversation, get on the thread and share your thoughts on why you’ve bought or plan to buy a Tudor watch.

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Editor

Darren has been writing about, and admiring the craft of watchmaking for over a dozen years. He considers himself lucky to live in a golden age of horology, and firmly believes that the most difficult watches to design are the simplest and the most intriguing to discover.


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