Are Tudor Watches Good For Investment In 2025? (Best Models & ROI)

Tudor watches have quietly pulled off one of the biggest reputation shifts in modern watchmaking. Once known simply as Rolex’s more accessible sibling, Tudor in 2025 stands as one of the sharpest plays in the luxury watch investment market. It’s no longer just an affordable ticket into Swiss horology—it’s a standalone powerhouse with strong fundamentals, surging collector demand, and a clear upward trajectory in resale value.

With Rolex-grade engineering behind it, Tudor has built its own rugged, no-frills identity around models like the Black Bay Fifty-Eight, the Pelagos, and the newly refined Ranger. These aren’t watered-down versions of Rolex icons—they’re serious mechanical tools that can hold their own, with real potential for appreciation.

Where most brands in the $3,000–$5,000 range chase relevance with limited drops and influencer marketing, Tudor has taken a different path. It’s built enough brand equity to command secondary market premiums organically—without leaning on hype or manufacturing scarcity.

Resale data from late 2024 through Q1 2025 shows that specific Tudor models are now trading at or above retail—a shift that reflects true collector confidence, not market speculation. Appreciation rates on select references are tracking between 7% and 14% annually, outperforming similarly priced models from Omega, Breitling, and even some entry-level Rolexes.

This article breaks down why Tudor watches deserve serious attention from watch investors in 2025. We’ll cover the brand’s history, which models hold value best, what makes Tudor watches unique, and how pricing and historical ROI stack up.

If you’re building a portfolio of timepieces with real-world financial potential, Tudor belongs in the conversation.

History of Tudor

Tudor’s history isn’t just a footnote to Rolex—it’s a blueprint for brand repositioning done right. Founded in 1926 by Hans Wilsdorf, the same mind behind Rolex, Tudor was never meant to compete with its parent company. Instead, it was created with a very specific mission: to deliver Rolex-level reliability at a more accessible price point. And for decades, that’s exactly what it did—quietly producing tool watches for working professionals, military contracts, and everyday wearers who needed performance over prestige.

In the mid-20th century, Tudor’s Submariner models were issued to the French Navy (Marine Nationale), and its chronographs were used by motorsport professionals. These watches featured Rolex Oyster cases and crowns but housed outsourced movements, allowing them to retain Rolex’s build quality while maintaining affordability.

For vintage collectors today, these early Tudor pieces have become sleeper hits, with prices climbing steadily as collectors reevaluate their historical importance.

But Tudor’s real shift happened after its re-entry into the international market in 2010. For years, the brand had faded into the background, largely confined to certain European and Asian markets. That changed when Tudor launched the Heritage Chrono, followed by the Black Bay series—a game-changer that combined retro styling with modern specs and Rolex-adjacent quality. Suddenly, Tudor was no longer “just the cheaper Rolex.” It was a brand with its own identity, aesthetic, and mission.

Since then, Tudor has expanded strategically with collections like the Pelagos, a titanium dive watch with a 500m depth rating and in-house movement; the Ranger, inspired by Tudor’s 1950s tool watches; and the Black Bay Pro, a GMT that rivals watches twice its price.

Perhaps most importantly, Tudor began phasing out third-party calibers and producing its own COSC-certified, in-house movements through its manufacture in collaboration with Kenissi. This move gave the brand horological legitimacy in the eyes of serious investors and collectors alike.

In 2025, Tudor sits in a rare position: it has the brand story, the Rolex connection, the technical execution, and the growing global audience—all without the inflated price tags that often scare off first-time investors.

Which Tudor Watches Hold Their Value Best?

Tudor’s value-retaining lineup is no longer just a shadow of Rolex’s. In 2025, specific references within the Black Bay, Pelagos, and vintage chronograph collections have developed track records of consistently outperforming peers in the $3,000–$6,000 segment. These are not speculative plays—they’re watches with clear, measurable performance in resale markets, driven by scarcity, build quality, and brand credibility.

The most investment-worthy Tudor watches fall into three key categories: Black Bay Flagships, Pelagos Divers, and Discontinued & Vintage References. Each offers its own angle on value appreciation and liquidity.

1. Black Bay Flagship Models

• Tudor Black Bay Fifty-Eight (Ref. M79030N – Black Gilt Dial): Released in 2018, this 39mm model brought Tudor back to its mid-century roots with a compact case, warm gilt accents, and vintage dive proportions. It quickly became the brand’s breakout hit, and it remains one of the most traded Tudors on the market today.
  
  Investment Insight: Consistently resells for 10–20% over retail in mint condition. Appreciation fueled by its historical styling and wearable size.
  
  
• Tudor Black Bay GMT (Ref. M79830RB – Pepsi Bezel): Introduced in 2018, this GMT is often compared to Rolex’s GMT-Master II. It features the COSC-certified MT5652 in-house caliber and iconic red/blue bezel.
  
  Investment Insight: Strong demand in both Europe and the U.S. Secondary market value has remained 5–10% above retail for well-kept examples since 2022.
  
  
• Tudor Black Bay Pro (Ref. M79470): A 39mm steel GMT launched in 2022 that channels the aesthetic of vintage Explorer II references. While initially controversial for its thickness, it has gained collector traction for its no-date, tool-focused appeal.
  
  Investment Insight: Holding value well, with signs of 7–9% annual appreciation as boutique stock becomes less available.
  
  

2. Pelagos Series

• Tudor Pelagos FXD (Ref. M25707B/21): Developed in collaboration with the Marine Nationale, this fixed-lug titanium diver is a no-compromise tool watch. Limited in production and military-branded on the caseback, it stands apart in a market full of desk divers.
  
  Investment Insight: Early secondary market sales exceeded retail by 15–25%. Values have remained firm into 2025 due to military provenance and limited supply.
  
• Tudor Pelagos 39 (Ref. M25407N): A titanium, downsized diver introduced in 2022. At 39mm and under 12mm thick, it appeals to those wanting a daily-wearable professional dive watch.
  
  Investment Insight: Initially backordered at boutiques; currently trading at or slightly above retail. Market momentum suggests solid future appreciation.
  
  

3. Discontinued & Vintage References

• Tudor Black Bay Steel (Ref. M79730 – Discontinued): The short-lived brushed bezel version of the Black Bay line. Clean, understated, and uncommon—qualities that often drive mid-term appreciation.
  
  Investment Insight: Increasingly hard to find under original retail. Prices have jumped 15–20% since its quiet phase-out.
  
  
• Tudor Heritage Chrono (Ref. 70330N/70330B): Based on Tudor’s 1970s “Monte Carlo” chronographs, these references marked Tudor’s modern revival. Though slightly large by current standards, they’ve gained collector credibility over time.
  
  Investment Insight: Strong cult following. Prices have climbed steadily from ~$3,000 to $4,500–$5,000 over the last five years.
  
  
• Tudor Submariner (Vintage, Various Refs.): Produced between the 1950s and 1990s, these watches featured Rolex cases, crowns, and bracelet parts. Issued to the French Navy and other military units, they are now blue-chip collectibles.
  
  Investment Insight: High-quality examples now sell for $10,000–$20,000+. Annual appreciation rates exceed 10–15%, with strong auction interest.
  
  

Features of Tudor Watches

Tudor’s strength as an investment brand is rooted not just in its connection to Rolex, but in its function-first approach to mechanical watchmaking. These are watches built to be worn—not locked away—and that real-world utility is backed by serious technical specs, high-end finishing, and a commitment to heritage design.

For investors, this translates into long-term wearability, mechanical reliability, and retained value across most models.

At the core of Tudor’s resurgence is its use of in-house COSC-certified movements developed in collaboration with Kenissi. Movements like the MT5602 and MT5652 power models such as the Black Bay Fifty-Eight and Black Bay GMT, respectively.

These calibers offer a 70-hour power reserve, anti-magnetic silicon balance spring, and robust construction designed for real-life impact, making them some of the most technically competent in the price range.

What sets Tudor apart visually is its blend of vintage cues and modern case construction. The Black Bay Fifty-Eight, for example, features a 39mm case with chamfered lugs and a domed sapphire crystal—styling choices that echo Tudor’s Submariners from the 1950s and ’60s.

Meanwhile, the Pelagos line embraces full titanium builds with aggressive brushing, helium escape valves, and 500m water resistance. This duality—heritage vs. high-spec—makes Tudor watches appeal to both vintage purists and modern dive-watch collectors.

The finishing across the brand is consistently impressive. Most Tudor cases feature satin-brushed surfaces with polished bevels, ensuring sharp transitions and visual depth. Dial execution has improved drastically in recent years, with gilt accents, textured finishes, and applied markers elevating the look far above the typical sub-$5,000 field.

Most models are fitted with solid-link steel or titanium bracelets, featuring T-Fit micro-adjustment clasps for on-the-fly sizing—a feature rarely found in watches at this price point. The Pelagos FXD, by contrast, comes standard on a single-piece fabric strap developed in partnership with a French textile manufacturer, highlighting Tudor’s focus on functionality over luxury posturing.

Another critical feature that reinforces investment value is Tudor’s decision to limit distribution and availability of high-demand models. Watches like the Black Bay Pro and Pelagos 39 often carry waitlists at ADs, and boutique allocation ensures slow and controlled market release.

This scarcity model, while less dramatic than Rolex, helps protect secondary market value and build long-term collectibility.

Across its lineup, Tudor watches offer real-world performance and serious mechanical chops, wrapped in heritage-driven design language. That’s what makes them more than just a “value alternative” to Rolex—they’re credible investments in their own right, supported by modern manufacturing, coherent brand strategy, and consistent upward pricing pressure.

Tudor Watches Pricing

Tudor has built a reputation for offering high-caliber watchmaking without the inflated retail premiums seen in other luxury segments. In 2025, the brand’s pricing structure reflects this unique positioning—delivering in-house movements, premium casework, and collector relevance at sub-$5,000 to $6,000 levels.

However, as demand continues to rise and distribution tightens, secondary market premiums are increasingly part of the Tudor narrative.

While Tudor’s retail pricing remains relatively accessible, specific models are trading at 5% to 25% over MSRP, especially those in short supply or recently discontinued. The introduction of boutique exclusives, titanium models, and COSC-certified in-house calibers has pushed the brand’s average resale value higher, solidifying Tudor’s move from “budget Rolex” to legitimate investment-grade player.

Current & Recent Production Models

Discontinued & Collectible Tudor Models

Market Trends & Global Resale Market Insights

In the United States, demand for Tudor watches—particularly Black Bay Fifty-Eight and Pelagos FXD—has outpaced supply at many authorized dealers. Resale platforms such as Chrono24 and WatchBox consistently list these references at 10–20% over retail, depending on condition and box/papers status.

In Europe, Tudor remains strong in the UK, Germany, and France, where consumers view the brand as a value-dense alternative to Omega and Breitling. Boutique allocations of models like the Pelagos 39 and Black Bay Ceramic are limited, pushing resale prices above retail for new, unworn examples.

In Asia, Tudor continues to grow rapidly. Hong Kong and Singapore boutiques see high turnover of the Black Bay GMT and Pro models, while Japan’s collector base has embraced the Pelagos line for its tool-watch functionality and slimmer profile. Resale markets in Tokyo are pricing these references 5–15% above retail, especially in full-set condition.

In the Middle East, Tudor plays a secondary role to Rolex and Patek Philippe, but interest in military-adjacent pieces like the Pelagos FXD and heritage chronographs is rising. Dubai and Doha pre-owned markets report strong activity on discontinued bronze and steel bezel Black Bay models.

Key Factors Driving Tudor Pricing

• In-House Movement Integration: Since 2015, Tudor has gradually replaced ETA calibers with COSC-certified MT-series movements, increasing perceived value and long-term reliability.
  
  
• Rolex Backing Without Rolex Prices: Consumers trust Tudor’s build quality and service infrastructure due to its parent brand’s reputation, but pay far less for similar engineering.
  
  
• Low Production on Key References: While not officially limited, Tudor controls boutique allocation of certain references, creating scarcity in high-demand markets.
  
  
• Discontinued Models Spike Quickly: Tudor models that quietly exit production often see fast price lifts within 6–12 months—especially unique dial/bezel configurations.
  
  
• Strong Global Brand Expansion: Tudor’s recent entry into new retail territories, along with widespread social and professional coverage, is driving resale awareness and buyer competition.

In 2025, Tudor occupies a sweet spot between mechanical legitimacy and strategic value. Investors who select key models—particularly discontinued or boutique-exclusive pieces—are increasingly finding that Tudor is more than just a reliable watch. It’s a reliable return.

Tudor Watches Historical ROI & Performance

Tudor’s track record for value retention has matured significantly over the past decade. Once regarded primarily as Rolex’s entry-level cousin, Tudor now boasts its own loyal collector base and is steadily outperforming similarly priced Swiss competitors in resale metrics.

While it doesn’t yet compete with Rolex on global liquidity, Tudor watches—particularly in the Black Bay and Pelagos lines—are now viewed as strategic mid-tier investments with clear upside and manageable entry points.

Auction Statistics and Market Trends

Tudor watches have been gaining attention at regional and international auctions, particularly among collectors who missed the boat on vintage Rolex pricing.

A 2023 Geneva auction featured a Tudor Submariner “MN” (Marine Nationale) that sold for over $18,000, more than triple its value five years earlier. Similarly, early-production Black Bay Fifty-Eight references in unworn condition have fetched over $5,000 on secondary platforms, compared to an original retail price of ~$3,800.

What’s most notable is the steady appreciation across key modern models. While Tudor doesn’t experience the volatile spikes seen with Rolex or hype-driven independents, it demonstrates healthy year-over-year returns in the 5%–15% range, depending on rarity, condition, and production status.

Historical ROI for Key Tudor Models

Current Market Prices and Future Growth

Tudor’s current production models are holding their value better than ever. The Black Bay Fifty-Eight remains Tudor’s most frequently flipped modern watch, with excellent liquidity and low spread between retail and resale. The Pelagos FXD, due to its military association and fixed-lug uniqueness, is seeing rapid resale turnover and strong investor interest.

• Entry-Level Models (Fifty-Eight, Black Bay Pro) – With resale prices between $4,500 and $5,300, these models offer stable 6–10% returns per year and remain highly tradable in global markets.
  
  
• Mid-Tier Models (Pelagos FXD, GMT “Pepsi”) – These pieces are showing higher appreciation rates, especially in titanium or heritage-linked configurations. FXD in particular has surpassed 10% annual growth, largely due to its niche appeal and low production.
  
  
• Vintage & Discontinued Models (Submariners, Heritage Chronos) – These are the long-play investments. Tudor Submariners issued to the French Navy have doubled in price over the past 5 years, while discontinued BB models (like the Steel and Bronze variants) are climbing fast as collectors look to secure references before pricing catches up to the hype.
  
  

Future Projections for 2025 and Beyond

Looking ahead, Tudor’s appreciation curve is expected to stay on a healthy upward slope. Market analysts project that discontinued Black Bay models and vintage Sub references will continue to rise steadily as availability declines and mainstream collector awareness grows.

Neo-vintage pieces like the Heritage Chrono and niche variants like the BB Steel or Bronze will likely gain momentum as collectors seek uniqueness over saturation. At the same time, current production favorites like the FXD and BB GMT are poised to remain safe bets for modest-to-strong returns, especially when bought new and held for 3–5 years.

Tudor may not be speculative rocket fuel—but it’s quickly proving itself to be a reliable compounder. For investors who understand the watch market’s evolving dynamics, that’s exactly the kind of steady asset worth holding onto.

Who Should Invest in Tudor Watches in 2025?

Tudor has evolved into a brand that serves a diverse range of investors—from first-time buyers seeking mechanical credibility to seasoned collectors looking to hedge against overexposed Rolex markets. Its combination of accessible pricing, in-house manufacturing, and consistent resale value makes it one of the most versatile watch investments in 2025. These are the profiles best positioned to benefit from Tudor’s current market trajectory:

1. First-Time Watch Investors: Tudor is an ideal entry point for investors who want to avoid the hype cycle while still acquiring a well-made, high-performance watch with brand equity. For those looking to learn the investment market without risking capital in volatile brands, Tudor is a safe, smart choice.
   
   
2. Buyers Seeking Under-the-Radar Growth Potential: Unlike brands that live and die by limited editions, Tudor grows organically. References like the FXD or discontinued Black Bay Steel have gained value not because they were hyped—but because they were quietly phased out and rediscovered by collectors.
   
   
3. Collectors Priced Out of Vintage Rolex: The rise in Rolex Submariner and GMT-Master prices has led many collectors to revisit Tudor’s vintage range, particularly the Marine Nationale-issued Submariners and 1970s chronographs. These watches offer genuine military history, Rolex-built components, and price points that still fall within the $8,000–$20,000 range—roughly half the cost of comparable vintage Rolex.
   
   
4. Mid-Tier Portfolio Diversifiers: For investors building out a multi-brand portfolio, Tudor plays a tactical role: it balances blue-chip anchors like Rolex or Patek with mid-market pieces that offer more room for percentage growth.
   
   
5. Long-Term Holders with Moderate Risk Appetite: Tudor isn’t going to deliver explosive gains in 12 months, but it compounds value steadily over time. Collectors willing to buy new or pre-owned Tudors and hold for 3–5+ years—especially references just before discontinuation—are likely to see reliable 8–12% annual returns, with minimal downside risk.
   
   

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