September 25, 2025
Tudor has entered the competitive moon phase market with its new 1926 Luna, priced at a compelling $2,800 USD. For the discerning buyer, this launch raises a critical question: in a field crowded with options, does the 1926 Luna represent a smart purchase and genuine value for money?
The Verdict: Pros & Cons
To assess its value, it’s best to break the watch down into its core strengths and weaknesses.
Pros:
- Build & Design: The watch features excellent finishing in its 39mm polished stainless steel case. With a screw-down crown, sapphire crystal, and 100m water resistance, it’s built for daily wear. The classic, clean aesthetics with domed sunray dials are versatile and elegant.
- Brand Prestige: You are buying into the Tudor and Rolex family, a significant factor for brand-conscious consumers. This name recognition provides a level of assurance and prestige that many competitors lack.
- Price Point: For an automatic moon phase from a major Swiss luxury brand, $2,800 is an aggressive and attractive price.
Cons:
- External Movement: The watch is powered by a re-badged Sellita SW280-1. While a reliable Swiss movement, it lacks the in-house pedigree that Tudor has built its modern reputation on.
- Bracelet Clasp: The 7-link bracelet is attractive, but its clasp lacks any form of micro-adjustment, which can compromise finding the perfect fit.
How It Stacks Up in the Market
The 1926 Luna’s primary challenge comes from within its own price segment. The Raymond Weil Millesime Moon Phase, for instance, offers the exact same movement for about $400 less. Other competitors from brands like Longines and Frederique Constant offer similar complications in the $2,750 to $4,900 range. Tudor’s ace in the hole is its brand equity. It occupies a unique space, offering a more recognizable and aspirational name than many of its direct competitors without reaching the price point of more premium offerings.
Final Recommendation: Who Should Buy It?
The Tudor 1926 Luna is an undeniably good value proposition for a specific type of buyer. If you are a watch enthusiast who prioritizes in-house movements and technical specifications above all else, you might look elsewhere. However, if you are a savvy shopper seeking a beautiful, reliable, and versatile dressy-everyday watch from a highly respected Swiss brand, the 1926 Luna is an excellent choice. It delivers the prestige, quality, and style associated with Tudor at a price that makes it one of the strongest contenders in its class.
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