With Seven Tiny Red Letters, Tudor’s Hot Streak Continues

With watches, you can sometimes spot a collector’s work from the jump. You can already read the year’s future auction description from now on, e.g. this year’s new GMT: Rolex’s First Fully Running Demolition Watch, the auctioneer will bark. Usually, the details that mark a true collector’s watch are very small: the Daytona “Inverted 6” or the “Long E” GMT-Master. Tudor’s new Pelagos watch, announced this week, feels like one of these watches, thanks in large part to the small red text bearing the firm’s name on the dial. It sounds like a solid hit — and helps explain the massive heater Tudor has shown up this year.

This version of Pelagos seems to make all the right changes. The new watch is made slightly thinner than previous models, and instead of a matte bezel, this watch is brushed satin, which feels a bit richer to me. The date window has been evaporated, while the name of the watch is written in a very attractive red just below the center of the dial.

Why do those seven crimson letters make a difference to this piece? Well, we’ve known collectors who couldn’t help but recognize themselves when presented with these little red accents. This detail is like the weird little flute of rap songs: it’s a guaranteed hitmaker. Look no further than the watches now known as the “Single Red Sea Dweller”, “Red Submariner” and “Big Red Daytona”. These days, it looks like we’re seeing the birth of the “Red Pelagos” beloved by collectors.

This Pelagos is emblematic of the ways Tudor has played for its audience so successfully this year. Sure, there’s a bit of fan service going on here, but that’s the way of the watch industry. Collectors are clamoring for a shrunken Pelagos — this one dropped from 42 millimeters to 39 — and one without a date window, often said to obfuscate the dial with all… functions. it. Unlike other major corporations, watch brands have a surprising response to collectors. Some brands have been known to make open calls for new designs, while others call on their most ardent and prominent fans to collaborate. Tudor won’t go this far, but the brand is clearly on the ground.

https://www.gq.com/story/tudor-pelagos-2022 With Seven Tiny Red Letters, Tudor’s Hot Streak Continues

Russell Falcon

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