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I think that's what the marketing says.
I see a range that has to look different from the iconic range when that doesn't improve the product. In the past it was accepted that it was less expensive to make the product therefore cost less but the iconic looks were still present.
Rolex connotations have little to do with the qualities of the watches.
Airhead
I'd say that Tudor is the younger, trendier option.
Lots of freedom to launch new, at times slightly quirky, models. Pick up those who wouldn't want a Rolex because of the connotations or those that want something a bit more exciting without damaging the core brand.