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.”


Astounding voice. Style icon. Awarded actress. Lady Gaga is all of this and much more. With her very own brand of theatricality, 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..


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.


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 fight against fur, an 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.

1. Product philosophy
   “We are devoted to the classic. But reject the status quo.”
   Born from the will to go beyond the standards, Tudor’s watchmaking philosophy draws its inspiration from its heritage, while incorporating state-of-the-art technology, exclusive innovations and pioneering creativity. Created by the founder of Rolex, Hans Wilsdorf, the Tudor Watch Company was born with a mission to explore new territories, offering “a watch that (his) agents could sell at a more modest price than (his) Rolex watches, and yet could attain (its) standards of dependability”.
   The Tudor of today has not drifted away from the original vision. While strictly adhering to the fundamentals of excellence, the design of a Tudor watch reinterprets a rich history to create something truly unique – a bold fusion of the original and the contemporary in an unrivalled proposition. — A Tudor watch is born to dare.
   
   
2. Product features
   “We keep the best of the past, the best watchmaking practices, the best designs. And push the boundaries of what’s new.”
   Tudor’s reinvention of the classics has kept their watches distinctive for more than half a century. Never afraid to redefine the rules, Tudor’s new watches are strongly connected to the past while incorporating 21st-century technology. They also never shy away from pushing the boundaries of what’s new, experimenting with unusual materials, combinations and inspirations.
   Consider when Tudor decided to revisit their diver’s watch history. They drew inspiration from the past while embracing modernity. The Tudor Black Bay has direct antecedents in some of the most iconic Tudor watches.
   The 1958 Oyster Prince Submariner reference 7924 contributed its oversized crown and general lines while the ‘Snowflake’ Tudor Submariner, worn by the French Navy in the 1970s, offered up its unique angular hands. Classic designs, contemporised for a new century.
   The Black Bay Bronze incorporates a golden-toned marine-grade aluminium bronze case specifically chosen for its proven durability in marine environments. That this alloy develops a unique patina overtime while paying tribute to Tudor’s long-standing relationship with the French Navy is a bonus.
   But design is nothing without performance. Indeed, the Black Bay incorporates a supremely robust Manufacture calibre that took the Tudor R&D team 5 years to develop.
   Boasting a generous 70-hour power reserve, exceptional ergonomics and independently-certified precision, it sets higher standards. Tudor standards. — A Tudor watch is born to raise standards.
   
   
3. World of the watch
   “Born for a purpose. Field-tested to the extreme.”
   A Tudor watch is built for those who dare to step out of their comfort zone.
   It is designed to perform in all and every condition. From a refined evening out to the most extreme environments imaginable.
   Over the years, Tudor watches have been put at test on a daily basis strapped on the wrist of the most daring individuals, on land racing through rough Alpine roads, on ice accompanying the British North Greenland Expedition, in the air issued to the para rescue teams of the US Air Force and underwater with the frogmen of the French Navy. They never deceived them, constantly delivering robust and reliable time-keeping.
   Today, from pure purpose-built tool watches to timeless elegant dress watches, the Tudor collection perpetuates that spirit of supreme dependability, having every single watch undergo a strict and demanding testing protocol guaranteeing precision, waterproofness and robustness, beyond industry standards. — A Tudor watch is born to go above and beyond.
   
   
4. The Tudor wearer
   “For those who are up for anything. For those who face their fears. For those who reinvent themselves every day. A Tudor is born to dare.”
   The wearers of a Tudor today are not so very different to those of the past. They are people with unconventional attitudes. People with ambition. People who are willing to pursue their passions – no matter where they take them. Like Tudor, they believe in learning from and building on past experiences to inform how they think and behave today.
   Tudor wearers seek to find experiences that expand their world view. They appreciate exceptional craftsmanship and sense. They are as interested in how something is made as they are in what it is intended to do. They insist on owning the best tools for the job and pride themselves on being in the know.
   Those who wear a Tudor share a thirst for discovery. A spirit of adventure. And the will to go further. They are curious. They are fearless. — They are born to dare.