Rolex vs Tudor (2025): Sister Brands Compared
Tudor was created by Rolex's founder in 1926 as an accessible alternative. Both use the same Oystersteel — but resale performance is dramatically different. Bangkok boutique context and THB pricing included.
| Aspect | Rolex | Tudor |
|---|---|---|
| Ownership | Rolex SA (private) | Rolex SA (sister brand, 1926) |
| Price (new) | $8,100+ (฿291,500+) Submariner steel | $3,000–4,500 (฿108,000–฿162,000) Black Bay |
| Pre-owned entry | $6,500+ (฿234,000+) Datejust 36 | $1,200–2,000 (฿43,000–฿72,000) Black Bay 41 |
| Movements | In-house Cal. 3235 (Perpetual, Chronergy, Parachrom) | In-house MT5402 (co-axial escapement) |
| Steel grade | Oystersteel (904L) | Oystersteel (same grade as Rolex) |
| Resale retention | 95–130%+ (Submariner); 75–90% (Datejust) | 50–65% of retail |
| Investment tier | S-Tier: Sub & GMT at or above retail | B-Tier: Depreciates like a normal luxury watch |
| Bangkok boutique | Central Embassy, Siam Paragon (allocation-only) | Central Chidlom, Emporium (walk-in available) |
Buy Rolex if…
- • Investment performance matters — Sub and GMT at or above retail
- • Resale liquidity is a priority — Rolex is globally most liquid
- • Long-term hold: 10-year Rolex appreciation beats most asset classes
Buy Tudor if…
- • Budget is $1,500–4,000 (฿54k–144k) and you want the best watch in that range
- • You want to wear it daily without worry (lower opportunity cost)
- • Black Bay vintage-inspired aesthetic suits your style
- • Not treating it as investment — buy to enjoy
The honest verdict: Tudor uses the same case steel as Rolex and has excellent in-house movements. For daily wear at Bangkok boutique prices — Tudor is one of the best value buys available. If resale or investment is the priority, Rolex wins by a large margin. Both are genuine quality watches; the question is what you're optimizing for.