In 1945 Rolex celebrated their 40th anniversary and introduced their most expensive watch the "Date-Just". Around the same time Rolex having already dropped all the subsidiary brands they had launched its final attempt at penetrating the market of lower-priced watches with the brand: the "Tudor". Tudor was one more name in Rolexs list of secondary brand names which started with the Prince then the Imperial and the Royal etc. The first symbol used for the Tudor was a stylized rose representing the famous Tudor rose. In the 1960s the rose was replaced with a stylized shield. Since its introduction in 1945 Rolex has always advertised the Tudor line as a subsidiary line. In the USA the Tudor first appeared in 1946 and was often offered as a graduation gift. Similar watches are mentioned in "The Best of Time Rolex Wristwatches" by J. Dowling & J. Hess p. 135.