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News Published: August 30, 2017 Updated: February 19, 2019  |  WORDS: John Yong

TUDOR Signs Lady Gaga as Ambassador for its ‘Born To Dare’ Campaign

Lady Gaga stars in TUDOR’s latest “Born To Dare” campaign.

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Swiss watch brand TUDOR welcomes pop icon Lady Gaga as its new brand ambassador. The brand claims she is the personification of its new “Born To Dare” campaign.

“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,” said TUDOR is a press statement.

In her first campaign photo, she appears in an all-black outfit with puffy shoulder pads—a look that suits her outlandish fashion sense.

Posing with her arms crossed, she can be seen wearing the 41mm Heritage Black Bay Red time piece. It features a matt burgundy disc, an aged leather strap, and rose-gold hands and markers.

“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,” added TUDOR. “Behind the glitter and glam, her provocative style and political statements, she is about total showmanship.”

Lady Gaga is the brand’s first female ambassador. Together with David Beckham and Beauden Barret of the New Zealand All Blacks, they will be featured prominently in future campaigns.

To find out more about the “Born to Dare” campaign, visit

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