The infamously daring pop icon, Lady Gaga, joins the TUDOR family. Notorious for being provocative both on and offstage 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.
REINVENTING POP CULTURE
Astounding voice. Style icon. Awarded actress. Lady Gaga is all of this and much more. With her very own brand oftheatricality, 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 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 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.
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 41-mm automatic timepiece is the interpretation of a famous tool watch. Versatile, timeless and authentic, the Black Bay is Lady Gaga’s choice.
Check out our entire Tudor collection here.