Tudor

The Brief

Tudor is not a smaller Rolex. It has its own visual system, its own type and photography, and a buyer Rolex rarely meets. Rolex speaks in restraint and permanence; Tudor in boldness and utility. The two share a parent company and an approval process, and they borrow nothing from each other.

So Tudor had to be built as a world of its own, faithful to a specification written entirely apart from Rolex's, while running on the same platform, the same infrastructure and the same technical discipline as its sister site.

What We Made

The Tudor platform follows the brand's global specification and shares Rolex's infrastructure, while its design and editorial voice belong entirely to Tudor. Collection, product and section pages were structured to Tudor's own system, with nothing adapted from Rolex.

Underneath, the technical foundation carried across unchanged. Structured data, schema, metadata and navigation were built to the identical standard and then filled with a completely different brand. A system that can hold two opposing identities without either giving way is a system that was built properly.

Both platforms are reviewed at source and maintained continuously, each in step with its own releases.