BRAND EXCLUSIVE: TUDOR ANNOUNCES LADY GAGA AS NEW BRAND AND #BORNTODARE CAMPAIGN AMBASSADOR
The infamously daring pop icon, Lady Gaga, joins the TUDOR family. Notorious for being provocative both on and off-stage and leading a foundation committed to empower youth, she personifies the very #BornToDare spirit TUDOR lives by since its creation.
TUDOR IS BORN TO DARE
In 2017, TUDOR launched a new campaign with the ‘Born to Dare’ signature. It reflects both the history of the brand and what it stands for today. Daring individuals have long chosen TUDOR while achieving the extraordinary on land, ice in the air and underwater. It also refers to the vision of Hans Wilsdorf, the founder of TUDOR, who manufactured TUDOR watches to withstand the most extreme conditions, watches made for the most daring lifestyles indeed. ‘Born to Dare’ tells of the singular approach TUDOR is known for today, having pioneered now major trends within the watchmaking industry, including fabric straps and vintage-inspired models. The TUDOR ‘Born to Dare’ spirit is expressed in a campaign manifesto and supported globally by ambassadors whose life achievements directly result from a daring approach to life. TUDOR is proud to welcome Lady Gaga to its family.
REINVENTING POP CULTURE
Astounding voice. Style Icon. Awarded actress. Lady Gaga is all of this and much more. With her very own brand of theatricality, style and charisma, Lady Gaga keeps millions of fans and the fashion community on their toes. 6 Grammy Awards, 1 Golden Globe. Countless MTV awards. 150 million singles and over 30 million albums sold. Lady Gaga has achieved 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.
PUSHING THE BOUNDARIES OF SHOWMANSHIP
When you try and think of a daring individual in today’s popular culture, it is hard to find anyone more fitting the description than Lady Gaga. Behind the glitter and glam, her provocative style and political statements, she is about total showmanship. A singer. A composer. A performer. A dancer. She stages herself, crafting a revolutionary images 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. Lady Gaga captures the current vibe with her mastery of all types of pop and her acute sense of style. Her amazing vocal abilities belong on every stage. From the little known NYC clubs where she made her debut, to the 25,000 seat arenas she fills to the brim with her current Joanne World Tour, to a jazz club, singing the best of the past standards with her full, warm tones.
REJECTING THE STATUS QUO
Lady Gaga is not just about entertainment and show business. She shakes things up. With undivided commitment she is a vocal activist. Her message takes many shapes and forms, among which music is the main but not the sole medium. 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. Raising awareness, money and helping Haiti in 2010, Japan in 2011, she is a champion of the fight against fur, an advocate for the rights of the LGBT community. Yet she’s not poker faced about her religious beliefs. Her Born This Way foundation is committed to supporting the wellness of young people and empowering them to create a kinder and braver world. Leveraging rigorous academic research and authentic partnerships it provides young people with kinder communities, improved mental health resources, and more positive environments – online and offline.
DEVOTED TO THE CLASSIC
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 an outfit is a powerful message, an art performance. Every accessory is a way to shape her image, a means to an end. Lady Gaga wears the Black Bay. This 41mm automatic timepiece is the interpretation of a famous tool watch. Versatile, timeless and authentic, the Black Bay is Lady Gaga’s choice.