There are many similarities between Rolex and Tudor. But there are also big differences when you look at the brand today. When you look at Rolex, say 10 to 15 years ago, it has similarities to Tudor today. And, the watches that Tudor sells and the way the brand sells them today are similar to a time when Rolex models were as interesting to collectors and enthusiasts as they were to status seekers. Rolex has always strived to be the quintessential luxury watch, an easily distinguishable status symbol. Tudor shot to fame when it launched the Black Bay in 2012. Not only did it show watch enthusiasts Tudor’s past, now offered in a modern package, but it also tapped into Rolex’s back catalog of hard-to-get gems. It was a brilliant move that is still paying off almost a decade later.
You could argue that Tudor is a one-hit wonder, because only the Black Bay – and when I say “only” Black Bay, I mean its dozens of iterations since 2022 – has really been on the radar of most watch enthusiasts. The more modern Pelagos didn’t seem to be enough to keep up with the more nostalgic Black Bay. As a one-trick pony, it certainly has its risks. When your party trick gets too old, you don’t have anything else to show for it.
On the other hand, there are a lots of one-trick ponies that continue to draw large crowds – just think of Audemars Piguet’s Royal Oak and Patek Philippe’s Nautilus. Even Rolex is a fairly homogeneous brand, as every important luxury watches replica in its collection is an Oyster constant movement. The base is the same, but the different movements, functions and colors give the watches different names.
What I do know is that the GMT-Master II in 2021 will be relevant and horologically important in 2048. But perhaps in 27 years, the Tudor name will ring a different bell. Now I’m talking about brand image. TUDOR has expanded its advertising, expanded its dealer network and gotten more mainstream media coverage – and hiring David Beckham wasn’t a bad move in that regard. All of these things have helped develop TUDOR’s image and ensure that people recognize it as a prestigious brand.
Tudor is following in the footsteps of Rolex, but it also occasionally takes a more scenic or adventurous route. Whereas Rolex is bound by tradition, Tudor dares to break away and experiment with cases made of bronze or silver, for example. Unexpectedly interesting materials are as much the norm for Tudor as Oyster cases are for Rolex.
If TUDOR can continue to grow, by 2048 it could be the Rolex brand of 2021; a brand with a highly recognizable, evolving collection of watches. Black Bay is a marvel for TUDOR, which has attracted a huge audience in all its iterations. As a result, it can grow into more than just a collection and become an irreplaceable part of the brand’s DNA. It can become a household name, just like the Submariner or GMT-Master II have become. For now, it’s safe to say that if you have a Rolex itch that just won’t go away, Tudor is an immediate way to scratch it. But it’s up to the next generation of Tudors to make sure your itch stays scratched.
Wrist Game Or Crying Shame: Rolex Submariner 16613 Silver Serti
When we last met, I gave you a lot of James Bond references when I pulled out the Seiko 7549-7009 Tuna. I love that watch, but the real reason I’m writing this article is to nitpick, “In Her Majesty’s Secret ….. .zzzzzzzz”. Oh, sorry, I’m up now, and so are you, because you gave Seiko 66% of your blessing. Well done! Now, today’s Rolex Submariner 16613 Silver Serti promises to bring real pandemonium in our comments section. Will it get the support vote? Has it reached the point where it’s all the rage and become cool? Let’s see…
I should start by saying that Bob’s Watches has a great little article on the history of the Serti dial. It also features some examples of the more famous Submariner and GMT-Master that use this particular dial. So, what are we talking about? This article tells us that the word comes from the French word “sertir” which means “to set.”” Setting” refers to the jewelry that is affixed to the dials of many of the brand’s watches. Yes, Rolex has long been known for its jewels on the fancier pieces, but as it happens, the sporty/tooled models are the most famous. Today’s Rolex Submariner 16613 Silver Serti is a perfect example.
So here’s the thing about watches like the Rolex Submariner 16613 Silver Serti. We know that Rolex has been offering precious metal versions of its most sporty watches for decades. Some people decry this because these watches are noisy. However, I think there is an argument to be made that they are relatively pure because they are pure metal. They can do all the things that basic steel models can do, but they add some glamour. So, what happens when functional fluorescents give way to bling?
What I can tell you is that when I was young, watches like the Rolex Submariner 16613 Silver Serti were everywhere in South Florida. I remember seeing them all the time in stores like Mayor’s, and to be honest, I didn’t like them. Even back then, to me they felt like a car that had been taken for one of those faulty vinyl roofs after purchase (also common in South Florida). I didn’t know much about watches when I was younger, but I knew that the Submariner was a big, solid watch. It doesn’t look so sturdy with a dial full of jewels, does it? I must admit that one thing I did like was the distinctive silver dial itself. That’s a neat touch.
Regardless of what I think, watches like the Rolex Submariner 16613 Silver Serti are popular and they have a bit of a cult following right now. With so many two-tone Submariners on the market, in so many different states, it’s hard for me to tell if these exact replica watches are actually commanding a premium. What I can say is that they don’t seem to be generating discounts.
It’s hard to classify a watch like the Rolex Submariner 16613 Silver Serti, but I think it goes further in the weird direction than models like the GMT-Master Root Beer. They are unique and a bit polarizing, but undoubtedly Rolex. Perhaps I would prefer to compare them to the now highly prized Stella dials. These days, with Rolex models in high demand, people are looking for the semi-dusty corners where they think they can find value. As a result, we’ve seen models like the Submariner “Bluesy” explode in terms of pricing. Are the strange Serti models ready to go? Who knows…
Today, Rolex no longer makes models with diamonds and sapphires like the Rolex Submariner 16613 Silver Serti. They now offer diamonds, so things have become more subtle – I think. If the original look is your thing, today’s model looks like a nice example. This 2004 model (along with photos) is the property of Collectors Coins & Jewelry of New York and is listed on Chrono24. It comes with the original box and all the paperwork and appears to be in good shape. The seller tells us that it is unpolished and is priced at €13,052. There are a lot of two-tone submarines up and down at this price level, but it seems fair to me.
Now is the time to give your opinion on this Rolex Submariner 16613 Silver Serti. I don’t think I’ve ever read anything about one of these models in the comments on our site, so I’m really curious. Cast your vote and let your words fly!