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How Tudor escaped Rolex’s shadow to become a watchmaking force

How Tudor escaped Rolex’s shadow to become a watchmaking force

From Pitch to Auction Block: Inter Miami’s Rare Tudor Timepiece Fetches Nearly $30,000

By Industry News Desk
August 30, 2026

In the world of high-end horology, provenance is often the ultimate currency. This was proven once again in July when a rare Tudor Black Bay Chrono Pink, once part of an exclusive set commissioned for Inter Miami CF, hit the auction block at Loupe This.

The timepiece—a vibrant, pink-dialed iteration of the popular chronograph—sold for a staggering $US29,700 (approximately $42,000), nearly triple its standard retail value of just under $10,000.

While the Black Bay Chrono Pink has already cemented its status as a contemporary cult classic, the specific watch auctioned by Loupe This co-founder Eric Ku carried a story that collectors found impossible to ignore. Featuring the distinctive flamingo crest of Inter Miami, the watch was one of only 50 specially commissioned pieces gifted by team co-owner David Beckham.

The watches were awarded to the club’s players and coaching staff to commemorate their successful 2024 season, serving as both a memento of their athletic achievements and a marker of the club’s growing cultural footprint.

“It was a special watch,” Ku noted, speaking from his home in California. The market clearly agreed; after a flurry of 56 bids, the hammer fell at a price point that underscores the surging global interest in the brand.

For years, Tudor struggled to carve out an identity distinct from its famous sibling, Rolex. However, recent years have seen a massive shift in market perception as the manufacturer has leaned into bold design choices and technical prowess. This auction result serves as the latest indicator of how Tudor has successfully escaped the shadow of its parent company to become a dominant force in the watchmaking industry.

The sale also highlights the growing intersection between professional sports and luxury watch collecting. As athletes and clubs increasingly collaborate with heritage brands to create limited-edition commemorative pieces, these items are moving beyond simple fan merchandise, evolving into blue-chip assets that command significant premiums on the secondary market.

For the lucky bidder who secured the Inter Miami piece, the watch represents more than just horological craftsmanship—it is a piece of sporting history.

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