American singer, songwriter, and actress Lady Gaga, joins the TUDOR family as a new brand and #BornToDare campaign ambassador. Born To Dare campaign reflects both the history of the brand and what it stands for today. A Swiss made watch brand has launched the campaign in May, fronted by the brand’s ambassador David Beckham.
TUDOR praises Lady Gaga for achieving a level of fame and respect few entertainers ever have. This is
a result of her unique recipe for success: raw talent, hard work, bold choices and immense gratitude to her fans, her “little monsters” as she calls them. She stages herself, cra ing a revolutionary image as a way to reach the public through a comprehensive approach to art. Writing her own lyrics, playing the guitar, the piano, dancing, asserting her unconventionality, she raises awe, attention and awareness.
TUDOR Born To dare manifesto states: “We are devoted to the classic. But reject the status quo.” That’s another reason why the watch brand has invited Lady Gaga to be its ambassador. Lady Gaga stands out in the way she dresses, but also with her charity agenda and non-profit work. Being in the public eye, supporting political and social causes against the political tide, demonstrating and championing charities requires facing her fears. Her Born This Way foundation is committed to supporting the wellness of young people and empowering them to create a kinder and braver world.
Lady Gaga is a global, leading fashion icon, mindful of everything she wears. She has turned celebrity into a comprehensive art form. She knows full well that every accessory is a way to shape her image, a means to an end. The singer chooses versatile, timeless and authentic TUDOR Black Bay. This 41-mm automatic timepiece is the interpretation of a famous tool watch.