First registered as a brand in 1926 by watch dealer and maker Veuve de Philippe Hüther, Tudor was officially taken over by Hans Wilsdorf—the founder of Rolex—in 1936. In his words, he wanted to make a watch that his agents could sell at a more modest price than his Rolex watches, and yet one that would attain the standard of dependability for which Rolex was famous. Wilsdorf's intent was clear: create watches at modest prices while maintaining Rolex dependability.