“I have studied for many years the possibility of creating watches that our dealers can sell at a lower price than our Rolexes, and still enjoy the same confidence. Therefore I’ve decided to set up a company specifically dedicated to manufacturing and selling these new watches: Montres Tudor.” With this statement, given in 1945 by Hans Wilsdorf, who was already on the scene of Swiss high-end watchmaking as a hero for giving its citizens the Rolex, not only was the Tudor brand born, but also its product and communication strategy.