 The Rolex Datejust was another game-changing first in the world of horology, and ended up on the wrist of many famous world leaders including Sir Winston Churchill and U.S. President Dwight D. Eisenhower.Wilsdorf also established the high-quality lower-priced watch brand "Tudor", a subsidiary company of Rolex, in 1946.While the Tudor name had appeared on previous watches made under the auspice of the much larger Rolex, it was at this time that Tudor greatly expanded into an affordable alternative to Rolex-branded offerings.