The new generation of Seamasters have been nicknamed “The Sub Killer” by the internet and social media hive mind. But I think it undermines the legacy and character of each of these watches to take current market circumstances into consideration. It is a Sub Killer in the sense that this watch steals sales due to the substitution effect. But that also implies that buyers are indeed substituting this watch to satiate the desire for a Submariner, when that isn’t entirely the case. Of course, this will happen to an extent, but we have to be careful not to pigeonhole. We often see it with Tudor – in this case, a Pelagos – another watch to which we’re comparing the Seamaster. “You settled for a Tudor because you couldn’t find a Sub” is what you might read in comments. However, it just simply isn’t the case most of the time. There are plenty of people who want a Submariner, and there are plenty of people who appreciate the legacy of the Seamaster as well.
Both models have a Bond tie-in. They’re similar in terms of specs, and they generally have the same overall tool watch design (although the Sea-Dweller might be a better comparison on account of the HEV). In almost every aspect on paper, they’re easy to compare: a ceramic bezel, 300 meters of water resistance, stainless steel case and bracelet, a stellar movement. But I think we should make a point of not assigning any sort of attribute to the Seamaster based on the scarcity of the Submariner. That being said, the Seamaster on a bracelet is $5,200 at retail and the comparable Submariner is $8,950.