Rolex has confirmed that it will be launching its sister brand, Tudor, in the United States in the late summer. It has set up a new company, Tudor Watch USA LLC, in New York City.
The company has tapped Russell Kelly, most recently a sales executive at Vacheron Constantin, as brand manager for Tudor in the United States. An executive at Rolex USA said the stores that will carry Tudor have been chosen but declined to say how many there will be or to give any other details about the introduction.
There will be a major national and regional advertising campaign, the executive said. The company will officially announce the Tudor launch at a press conference at the Baselworld fair in April.
The Tudor brand has not been available in this country for nearly a decade: Rolex stopped selling it here in 2004.