Advancements in tech in watchmaking - Tudor
This video by Adrian Barker was filmed very well, but I think the feeling I got was quite the opposite of intention. (This video, not sure if true or not, felt like Tudor's/Rolex?? marketing team at work here). Technological advancements are inevitable, and in a lot of cases; for the better. More precision, standardizing process, quality, less human error, and the list goes on and on... BUT
Watchmaking is a weird place. Watch enthusiasts generally enjoy in-house movements, in-house components, attention to detail, and generally appreciate a human touch - hand-finishing, bespoke pieces custom pieces, knowing a watchmaker put some thought into the watch. This video is showing Tudor cranking out of these pieces via assembly line, in-house movement* with an asterisk, and I lost count of how many times the word "Robot" came up.
Reading the comments of the video, most folks commenting were very wow'd by the advancements Tudor is making, but I can't help but feel "bluh" by it.
This is literally Rolex/Tudor's marketing trying to sell automation, commercialization and justify what most of us enjoy and change the narrative. But again I didn't expect anything less from that marketing team either.😕
This kind of turned me away from the Tudor brand, this is in addition to the recent design changes where I feel Tudor lost it's "charm", and started to look more bland.
Am I just a brand snob? Am I being over-critical of this because of my biases?
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Even the video is about Tudor, most watch makers big (Rolex, Omega,etc) or small (Micro brands) nowadays are massively deploy CNCs and Robots to produce their watches.
The few exceptions are these who produce less then 100K units per year and occupy the most expensive per unit price at the top segment of the market (RM, PP, AP, etc).
At least Tudor is open about it …
I think Adrian did a nice job of covering what he could, I do not think he is a shill for any product/brand, so I appreciate him leveraging his channel to get these insights.
All big brands are all leveraging tech to make watches. Most micro brands are doing the same thing, except via a private label manufacturer. No issue with this as it provides a precise product at a reasonable price. Short of the hand build pieces, this is the way now. You think that is commercial, you should see the Seiko factories! Every modern watch you posted was made the same way, perhaps on older less accurate machinary.
When ETA was cut off from other brands, I have to give HWF props for creating Kenissi and then leverage outside funding (20%) from Chanel to further develop the factory. Who knows what the Breitling's initial involvement was outside of the partnership on the chrono, but the fact it is in a HWF/Tudor owned building/factory on the foundation's land says a lot. Like Horage, I look forward to having a higher-end movement out there for other brands to leverage.
A bland look is a perfect criterion for this group, but the use of robot in non cosmetic area might be a bit off the mark if it cuts cost (and the ultimate price) and make for possibly better reliability over even a Rolex. And at a price even i could afford by saving up for a year or 2.
With the shortage of young skilled watchmakers, two things can happen: 1. Robots can do most of the work and we can continue buying watches for the masses or 2. Watches will be rare and extremely expensive, pricing most of us out of the game. I’ll take 1.
Even the video is about Tudor, most watch makers big (Rolex, Omega,etc) or small (Micro brands) nowadays are massively deploy CNCs and Robots to produce their watches.
The few exceptions are these who produce less then 100K units per year and occupy the most expensive per unit price at the top segment of the market (RM, PP, AP, etc).
At least Tudor is open about it …
I can appreciate the openness of the brand to embrace technology and admit it. But going back to this point:
This is industry wide. This video doesn't show anything unique about the brand, yet the brilliance of marketing can made something out of nothing.
I think Adrian did a nice job of covering what he could, I do not think he is a shill for any product/brand, so I appreciate him leveraging his channel to get these insights.
All big brands are all leveraging tech to make watches. Most micro brands are doing the same thing, except via a private label manufacturer. No issue with this as it provides a precise product at a reasonable price. Short of the hand build pieces, this is the way now. You think that is commercial, you should see the Seiko factories! Every modern watch you posted was made the same way, perhaps on older less accurate machinary.
When ETA was cut off from other brands, I have to give HWF props for creating Kenissi and then leverage outside funding (20%) from Chanel to further develop the factory. Who knows what the Breitling's initial involvement was outside of the partnership on the chrono, but the fact it is in a HWF/Tudor owned building/factory on the foundation's land says a lot. Like Horage, I look forward to having a higher-end movement out there for other brands to leverage.
I made it an emphasis when I made the post to not bring up any other specific brands. Because this post is not a comparison nor about what other brands are doing.
This was simply me trying to grasp how is being more automated is a selling point. In my head, after watching the video, that's like saying "a Twinkie was made in a factory."
Tudor is great value for money. You can get it only via progress and automated processes.
I'm ok with that because when I put my Tudor on my wrist, I touch the quality.
The idea that mechanical watches have to be handcrafted it's more romantic that real...
Tudor is great value for money. You can get it only via progress and automated processes.
I'm ok with that because when I put my Tudor on my wrist, I touch the quality.
The idea that mechanical watches have to be handcrafted it's more romantic that real...
My main issue is not with the automated manufacturing process itself. I just can't stand this marketing and the "kool-aid" everyone is sipping (as Adrian brought up himself).
Comments such as:
"Opening the doors like this is fantastic. This has given me an amazing appreciation of the level of engineering involved, Love this style of Video, Nobody does this better"
"Thank you for this video. Very clever automation process. Tudor should be proud of them self. This right way for repetitive and accurate tests. But also helping the workers to work more easily. The whole factory is very thought through very well. Good job Tudor. You give inspiration for classical watchmaker brands to re-think"
Very interesting. I have always liked Tudor, this makes me like them more. They seem to be pioneering their own way of building their watches...I would expect to see other brands follow in their footsteps given the success they are having.
These comments are praising automation as if it's exclusive to Tudor, when we know that most brands are automated.
Repetitive testing and accurate tests is not a selling point for Tudor, as all certified watches are tested accordingly.
Kenissi making Tudor movements is it really that ground-breaking; "in-house"?
Nothing but brilliant marketing and smoke and mirrors. This is why I said,
My main issue is not with the automated manufacturing process itself. I just can't stand this marketing and the "kool-aid" everyone is sipping (as Adrian brought up himself).
Comments such as:
"Opening the doors like this is fantastic. This has given me an amazing appreciation of the level of engineering involved, Love this style of Video, Nobody does this better"
"Thank you for this video. Very clever automation process. Tudor should be proud of them self. This right way for repetitive and accurate tests. But also helping the workers to work more easily. The whole factory is very thought through very well. Good job Tudor. You give inspiration for classical watchmaker brands to re-think"
Very interesting. I have always liked Tudor, this makes me like them more. They seem to be pioneering their own way of building their watches...I would expect to see other brands follow in their footsteps given the success they are having.
These comments are praising automation as if it's exclusive to Tudor, when we know that most brands are automated.
Repetitive testing and accurate tests is not a selling point for Tudor, as all certified watches are tested accordingly.
Kenissi making Tudor movements is it really that ground-breaking; "in-house"?
Nothing but brilliant marketing and smoke and mirrors. This is why I said,
I don't see "the point". Rolex main message is "we make great toll watches and they are also classy because they are on the wrist of cool people".
Tudor is "we make great tool watches which are affordable and we are inspired by Rolex timepieces ".
The message is real. They make great watches.
They have never marketed them as "handmade" or "exclusively automatized manufacturing process " so I don't see the fog you say.
They marketing is more on "first watch on the Everest " or racing events or diving or airplane pilots...so tools for people we would like to be😁
The message is "if you buy Steve McQueen watch you can be like him". We know it's marketing but it's not fooling anybody.