Google execs hooked on Swiss watch made Tudor build special edition for them
Tech employees at companies like Google, OpenAI, and Uber are commissioning custom-branded Tudor watches through internal collector groups. These limited-edition timepieces require a minimum order of 40 units and are paid for by the employees themselves, serving as a status symbol within Silicon Valley.
Why it matters
The trend illustrates the unique corporate culture and 'flex' habits prevalent among high-earning tech workers in the current industry landscape.
Silicon Valley has a new way to flex, and at Google, it comes with a Swiss movement and a Tudor logo. In August, a post showing custom Tudor watches built for Googlers started circulating on X, and staffers at OpenAI, Palantir, Uber and Perplexity were soon replying with photos of their own company-branded timepieces. The Google edition is based on the Tudor Pelagos, a titanium diver that retails for around $4,500 (roughly Rs 4.3 lakh). Google does not hand these out. Like most of these watches, it was ordered by an internal group of watch collectors, paid for out of pocket, and is usually available only to members of the group that commissioned it.Tudor needs at least 40 buyers before it customises a watchTudor, Rolex’s sister brand, runs a customisation programme with a minimum order of 40 watches, according to the managing editor of a luxury watch news site.
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