Tudor has reached for the stars with the launch of its first-ever moon phase complication, introducing the 1926 Luna just ahead of the Mid-Autumn Festival. Available in three distinctive dial variations and backed by celebrity endorsement from Jay Chou, this release marks a significant milestone for the Swiss brand as it expands its dressy 1926 collection into more complex horological territory.
The 1926 collection has always represented Tudor's dress watch philosophy: quality construction at accessible prices. The new 1926 Luna maintains this ethos while adding visual interest through its celestial complication. The domed sapphire crystal and applied Arabic numerals preserve the line's vintage-inspired aesthetic, while the seven-link bracelet with mixed brushed and polished finishes provides comfortable daily wear. The 100-meter water resistance, while modest, exceeds what most dress watches offer and reflects Tudor's practical approach to watchmaking.
Lunar Poetry Meets Accessible Luxury
The 1926 Luna—moon in Spanish or Italian—positions itself as an entry point into moon phase complications, a competitive figure that undercuts many traditional competitors in this category with the undisputed quality and craftsmanship of Tudor. The 39 mm stainless steel case maintains the refined proportions that have made the 1926 line successful but with a bigger case 3 mm larger than the usual 36 mm, while the addition of a moon phase indicator at 6 o'clock transforms the watch's personality entirely.
Three dial options cater to different tastes: a deep blue that evokes twilight skies, a classic black for versatility, and a distinctive champagne variant that received special attention from brand ambassador Jay Chou. Each features a unique moon phase display, with the champagne version particularly noteworthy for its ‘phantom moonlight’ gold disc that emerges from behind an inky black cutout as the lunar cycle progresses.
Cultural Resonance and Marketing Strategy
The timing of this release, coinciding with the Mid-Autumn Festival, shows Tudor's continued focus on Asian markets where lunar symbolism carries deep cultural significance. Jay Chou's involvement extends beyond typical celebrity endorsement—his creative input on the champagne dial variant suggests a more collaborative approach that could resonate with younger consumers.
Jay Chou helped design alongside Tudor's team the new 1926 Luna. The multi-talented artist brought his creative vision to the project, particularly influencing the champagne dial variant.
Raised by teachers in Taiwan, Chou began playing piano at four after showing early musical talent. He later added cello to his repertoire and remains influenced by Chopin. In 2007, he founded JVR Music, pioneering the fusion of electronic music with Asian pop—an approach that resonated with youth across Southeast Asia.
Beyond music production and composition, Chou has established himself as a director of music videos and films, earning recognition in both Asian and American markets for his ability to capture the energy and aspirations of his fanbase through visual storytelling.
The Movement
The Tudor Calibre T607-9 powers the 1926 Luna, this COSC chronometer-certified movement that tracks the 29.5-day lunar cycle alongside standard timekeeping functions, while providing a 38-hour power reserve. The moon phase mechanism represents new ground for Tudor, which has traditionally focused on sports and tool watches. This complication requires different manufacturing expertise and demonstrates the brand's expanding technical capabilities. It wasn’t communicated whether the watch is equipped with a solid case back or a display case back.
Summary & Price
The 1926 Luna represents a calculated expansion of Tudor's portfolio into complications territory. While not groundbreaking from a technical standpoint, it successfully brings moon phase functionality to a broader audience at an attractive price point. The cultural storytelling and celebrity collaboration add marketing appeal that could drive initial interest.
Additionally, the 1926 Luna enters a competitive segment dominated by established players like Frederique Constant, Montblanc, and entry-level offerings from prestige manufacturers. Tudor's brand strength and aggressive pricing could capture significant market share, particularly among collectors seeking their first moon phase watch or those drawn to the cultural narrative. The five-year transferable warranty, requiring no registration or periodic maintenance checks, adds substantial value and demonstrates Tudor's confidence in the product's longevity.
Sticker Price USD 3,390. For more info on Tudor, click here.
