Swiss brand. Under the Rolex Group, it is the first independent brand established by Rolex Group in the UK. It followed the logo and name of Tudor in the Rose Dynasty, and used a lot of Rolex parts as a subsidiary brand of Rolex.

More than 95% watches are produced and assembled in Switzerland, which is a veritable Swiss watch. Brand segmentation positioning is higher than so-called first-line brands such as Longines.