Apple and Google employees customized their own Tudor watches. Now they're up for sale.
Business Insider
February 20, 2026
AI-Generated Deep Dive Summary
Swiss watch brand Tudor has created custom timepieces for employee collector clubs at tech giants Apple and Google, offering unique blends of luxury and nostalgia. These limited-edition watches are now available on the market, catering to both watch enthusiasts and fans of big tech companies. The designs highlight the deep connection between these brands and their respective companies' histories.
One of the watches, part of Tudor's Black Bay collection, features a skull-and-crossbones pirate flag motif, a nod to Apple's storied "pirate" culture, which dates back to Steve Jobs' era. Only 82 of these "Pirate" editions were produced around 2021, and one recently reached $13,500 at auction, far exceeding the typical resell value of similar models. The design pays homage to Apple's Macintosh team, which often referred to itself as pirates, aligning with Jobs' famous quote: "It's better to be a pirate than join the Navy."
Another custom watch from Tudor's Pelagos collection was created for Google's watch collector group, Watches@. This piece features the Google Chrome Dino at the 6 o'clock position, inspired by the iconic browser logo that appears when internet connectivity is lost. The watch sold for $10,451 in an auction, a testament to its appeal among tech enthusiasts. Similar models typically resell for around $4,000, making this custom version significantly more valuable due to its limited production and unique design.
Eric Ku, cofounder of Loupe This, explained that these collaborations often involve employee groups reaching out to brands like Tudor for personalized watches with company-specific details such as logos or engravings. The limited availability of these models drives their high resale value, attracting true fans of both the watch brand and the tech companies. These partnerships not only create collectible items but also serve as marketing tools, enhancing the emotional connection between brands and their customers.
For businesses, this trend highlights the power of customization and nostalgia in creating products that resonate deeply with audiences. The success of these watches underscores the growing demand for niche, culturally significant items that blend luxury with tech history. As companies continue to explore unique collaborations, the potential for similar high-value collectibles is likely to grow, offering enthusiasts
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Originally published on Business Insider on 2/20/2026