In February 1926, Hans Wilsdorf had the trademark “The Tudor”
registered and started making watches bearing that signature on the dial. Just after the Second World War, Hans Wilsdorf knew that the time had come to expand and give the brand a proper identity of its own. On 6 March 1946, he created “Montres TUDOR S.A.”, specialising in models for both men and women. Rolex would guarantee the technical, aesthetic and functional characteristics, along with the distribution and after-sales service.
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 a global style icon, David Beckham’s life journey embodies the daring values that made TUDOR what it is today.
JAY CHOU
Musician. Actor. Director. Icon. For over a decade, the ‘King of Asian Pop’ has pushed boundaries around the world. From Taipei to Hollywood, Jay Chou is always ready to go where the next challenge takes him.
CHENG YI
Renowned Chinese actor Cheng Yi is one of those daring individuals, and now he’s part of the TUDOR family. He stays true to himself, always pushes the boundaries, and dares to take on the unknown.
THE ALL BLACKS
Since 2017, New Zealand’s national rugby team, the legendary All Blacks have been ambassadors for TUDOR and its #BornToDare signature. Rugby is a powerful, uncompromising sport with noble values, a sport for the bold, a true reflection of the spirit that has driven this watchmaking brand since its inception.
BEAUDEN BARRETT
Beauden Barrett was elected the world’s best rugby player in both 2016 and 2017. He is only the third rugby player in history to twice receive this distinction. A key player helping the All Blacks to become World Champions in 2015, he is now third on the All Blacks all-time Test points-scoring list.
SARAH HIRINI
TUDOR is proud to be celebrating the spirit of its brand signature “Born To Dare” by joining forces with Sarah Hirini, one of the most well-respected players in international rugby and a long-time advocate for women's sport.
WORLD SURF LEAGUE
Since Winter 2021/2022, TUDOR is partnering with the World Surf League on its two legendary Big Wave Season events, the TUDOR Nazaré Big Wave Challenge in Nazaré, Portugal, and the TUDOR Jaws Big Wave Challenge in Maui, Hawaii.
NIC VON RUPP
In 2023, Nic von Rupp rode some of the biggest waves in the history of surfing at Nazaré Beach in his native Portugal. And that’s only his most recent accomplishment. He’s dared to push the boundaries of big wave surfing for years.
CLÉMENT ROSEYRO
Clément Roseyro didn’t just become a waterman—he was born into it. Hailing from the coastal town of Anglet, France, the ocean has been a major part of his life for as long as he can remember. He started surfing at age six and hasn’t looked back since.
MORGAN BOURC’HIS
Three-time freediving World Champion Morgan Bourc’his has been teaming up with TUDOR for over a decade on interesting projects, bringing the “Born To Dare” ethos to life in oceans around the globe.
INTER MIAMI CF
That’s right, TUDOR is now the Official Timekeeper of Inter Miami CF, the global club bringing world-class fútbol to fans locally and worldwide. Born from a daring spirit, the club is now one of the hottest teams in sports within just five seasons.
VISA CASH APP RACING BULLS FORMULA ONE TEAM
TUDOR has established a long legacy of competing on the racetrack. TUDOR supported winning teams during the golden era of motorsport, starting with the Tudor Watch Racing Team in the late ‘60s, all the way to the recent IMSA TUDOR United SportsCar Championship. Now, in 2024, TUDOR is returning to the grid once more.
TUDOR PRO CYCLING TEAM
Partnering with cyclist Fabian Cancellara, winner of multiple Olympic and World Championships, TUDOR brings its founding daring spirit to the professional cycling world, charting a course that will impact many aspects of this exciting global sport.
FABIAN CANCELLARA
Fabian Cancellara is someone who has always carved his own path. Pushing himself further and further, he would go on to win two Olympic medals, four World Titles, seven Monument Classics, and many other top-tier cycling competitions. For most, this would be enough. But, for Cancellara, it was just the beginning.
GIRO D’ITALIA
TUDOR is the Official Timekeeper of the entire RCS family of races that include Monuments like the Classic Milano-Sanremo and Il Lombardia, not to mention the famed Strade Bianche. The daring spirit of TUDOR lives in every cyclist who competes in the Giro d’Italia.
DAKAR RALLYE 2025
TUDOR serves as the official timekeeper of the Dakar Rallye, making sure every second is accounted for across every stage.
ABOUT TUDOR
MANUFACTURE
Every TUDOR watch is assembled and fully tested to TUDOR’s superior standards and at the brand’s watch Manufacture located in Le Locle, Switzerland. This new state-of-the-art facility, bringing together the know-how of watchmakers with the best in production management and automated testing systems, was completed in 2021 after three years of construction.
MOVEMENTS
In 2015, TUDOR announced its first Manufacture Caliber in its history. A high-performance Caliber of excellent precision and proven robustness, it offers a 70-hour power reserve meaning that a wearer can, for example, take off the watch on Friday evening and put it on again on Monday morning without having to wind it.
HISTORY
TUDOR was first created by Hans Wilsdorf in 1926 to make the best possible watch at the best possible price. Nearly a century later, TUDOR is doing just that – crafting robust and reliable watches at accessible price points.
