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.
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. TUDOR is now proud to welcome Lady Gaga to its family.
When you try and think of a daring individual in today’s popular culture, it is hard to find anyone more fitting than Lady Gaga. Behind the glitter and glam, her provocative style and political statements, she is about total showmanship. 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.
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 ght against fur, and 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.
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 41-mm automatic timepiece is the interpretation of a famous tool watch. Versatile, timeless and authentic, the Black Bay is Lady Gaga’s choice.