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 (below and extended version in annex) 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.
“We are devoted to the classic. But reject the status quo. We keep the best of the past, the best watchmaking practices, the best designs. And push the boundaries of what’s new. Born for a purpose. Field-tested to the extreme. For those who are up for anything. Those who face their fears. Those who re-invent themselves every day. A TUDOR is #BornToDare.”