Page Dimensions

Each Approx. 5 1/4" x 7 1/4" (13cm x 18cm)

Story and Details

Hailing from an era when watches started to become more aspirational luxury, Tudor - through ads like this one - reminds us watches like the Ref. 76100 are tools to keep the time, especially when we’re under pressure.

And how much pressure can it handle? 20 atmospheres worth, or approximately 100 fathoms as this 1985 ad states. At such depths, water will seep through the gaskets of watches not designed to withstand such pressure, necessitating a trip to the watchmaker. But not the Ref. 76100. In fact, the "cutaway" image on the second page, which this ad is known for, highlights the case and crystal is designed such as to create an even tighter seal when subjected to extreme pressure. So why put all this effort and technology into a watch? Reliability. Or in the words of the ad, to have a watch that is the, "Toughest. Strongest. Surest." If the Ref. 76100 can handle 20, maybe even more atmospheres of pressure on a few occasions, then handling the pressures of recreation dives at 40 meters, technical dives at 90 meters, to even washing of the hands at 0.01 meters, can be done countless times with ease. Who needs a Rolex Submariner when there's a Tudor Submariner (and for less!). 

Speaking of the Rolex Submariner, you can't talk about this Tudor Sub ad without mentioning that hallowed model. Why? Because the Rolex Sub has always been the most-heavily-promoted dive watch from Rolex. Is that because it's a superior watch? Because it costs more (i.e., helps the bottom line more)? Because it bears the Rolex name and therefore has more cachet? Whatever the reason, it's a fact there's far less Tudor Sub ads out there compared to Rolex Sub ads. It's not even close. Like hundreds of Rolex Sub ads to a handful of Tudor Sub ads. Seriously. 

That's what makes this particular ad really special (all Tudor Sub ads really). This is one of three Tudor Submariner magazine ads I've come across seemingly directly from the brand (i.e., the ad isn't stamped with a jeweler name, such as Tourneau). Given the extreme popularity of the Black Bay models, and subsequently the rise in appreciation for Tudor, this Tudor Sub ad has become a Grail for Tudor enthusiasts and collectors. And it doesn't matter that the variation shown has a "Lollipop" hour hand. When there's so few Tudor Sub ads created, you can't be choosey. For the record, I've never seen a Tudor Sub ad showing a "Mercedes" pattern hour hand. And the oldest Tudor Sub ad I've ever found from a magazine is from 1980, showing a "Snowflake" design (perhaps a Ref. 9411/0 or 94110). 

Tudor no longer lives in the shadow or Rolex. And this Tudor ad is up there with the greatest Sub ads of all time. It has a lot going for it, including being a challenge to find. In the past, when it's sold out, I've gone many months until I find another.

We all know Tudor Subs have a storied history, including being issued to members of the French Navy - or Marine Nationale (MN). This ad, and the others like it, with technical details spelled out and illustrated, are further proof of the quality inherent in a Tudor Submariner, and why you should be proud to wear one, whether with a case back engraved M.N. or the new Black Bay 54.