Luxury watch campaign – Born to Dare by TUDOR – features fierce singer Lady Gaga as Brand Ambassador.
The luxury fashion industry has been moving towards exciting and daring campaigns lately, especially in terms of watchmaking brands. Nowadays the market it’s not just about artisan approaches to craft but also a history of can-do, daring attitudes.
Born to Dare by TUDOR invited two global ambassadors, who by the fierceness of their careers, have expressed the same synergy and philosophy as the brand – David Beckham and now, the one and only, Lady Gaga.
When you think about Born to Dare you immediately think of Lady Gaga‘s astonishing posture and personality on stage. And not just because of her song “Born this Way” but because of her provocative style and political statements.
“She stages herself, crafting 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.”
On the campaign Lady Gaga appears to be wearing Tudor’s Black bay. A 41-mm automatic time piece inspired by past models in the brand’s history including the first Tudor diving watches.
Black Bay features the particularly prominent winding crown from the famous 7924 reference of 1958, aka the Big Crown, while its characteristic angular hands, known as snowflake, were borrowed from the TUDOR watches used by the French National Navy in the 1970s.
The steel bracelet has been reworked taking inspiration from the brand’s riveted bracelets from the 50s and 60s. The Heritage Black Bay is also supplied with an extra strap in matching fabric which is a signature feature of TUDOR‘s Heritage line.
Lady Gaga reinvented pop culture as Tudor reinvented accessible luxury watches, the perfect match.