Lady Gaga is the new face repping Tudor’s #BornToDare spirit

Lady Gaga is the new face repping Tudor’s #BornToDare spirit


Text: Angelyn Kwek

Hold on to your hats, because Tudor has announced Lady Gaga as its new brand and campaign ambassador

From her infectious debut number to the soulful refrains of  'Million Reasons', Lady Gaga is the mainstay on your playlist you've been guilty of spamming on repeat. Even beyond her music, who could forget the infamously daring pop icon's appearances in the now iconic meat dress and her arrival at 2011's Grammy Awards in her egg pod? Certainly never one to do things by halves, Gaga has always been disrupting the status quo, expanding her artistic sensibilities outside every imaginable comfort zone — including a turn re-inventing herself on the small screen portraying the bloodthirsty Countess in American Horror Story.

It's this particular maverick nature that has Tudor tapping on the megastar as its new brand ambassador, representing not only the creative vision of the House, but also its ubiquitous 'Born To Dare' campaign. Symbolic of Tudor's pioneering spirit in the watchmaking industry, which includes being the forerunner behind fabric straps and vintage-inspired models, the campaign is an expression of the maison's singular approach to haute horlogerie, championed by global ambassadors whose achievements were the direct result of a daring approach to life. Selecting the Tudor Black Bay 41mm automatic as her timepiece of choice — a versatile, authentic and timeless watch with an edge — this is exactly how Lady Gaga outfits herself to slay the day. So are you in the extraordinary league of #BornToDare men and women?

Tudor Black Bay

The Black Bay collection is available at Tudor boutiques.