Tudor – the more down-to-earth sister brand from the King of Watches itself, Rolex – has announced a new ambassador. As part of its ‘Born to Dare’ campaign, the watch marquis has gone with Lady Gaga.
Never one to shy away from a daring picture, Gaga is often in the media for her antics. She famously wore a meat dress to the MTV Music Awards (we presume, because the food served is rubbish), put on a see-through mesh bodysuit during her latest tour, and is currently feuding with the original pop princess herself, Madonna.
Of course, Lady Gaga also has six Grammy Awards, a Golden Globe and 30-million plus albums sold to date. She joins David Beckham as a Tudor representative, charged with turning the brand – which is more widely recognized for its sturdy dive watches – into a ‘cutting-edge’ watch atelier. Just last year, Tudor announced its first in-house movement, fabric straps and ‘neo-vintage’ designs.
“Daring on and off the stage, pushing boundaries and not afraid of the extreme, Lady Gaga epitomises that true meaning behind the Born to Dare Campaign,” says Tudor. She’s pictured in the new advertising campaign wearing a Lady Gaga Tudor Pelagos Black Bay Bergundy model (pictured above).
No word on whether or not she’ll have design input over any new models.
