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We didn’t see this coming: Lady Gaga is the new face of Tudor

Lady Gaga has joined the Tudor family alongside David Beckham as the new ambassador for the #BornToDare campaign, appearing on the first ad in a look that is quintessentially her: all black with shoulders padded to the heavens; a dual ponytail with glitzy makeup around her eyes; arms crossed, staring right at the camera; and the 41mm Heritage Black Bay in a red strap on her wrist.

The 31-year-old has been on a roll this year, kicking things off with a stellar Super Bowl Halftime show in February (earning an Emmy nomination in the process); headlining Coachella for two weekends in April; and commencing her sold-out Joanne World Tour the start of August. Despite all the buzz and publicity so far, the multi-hyphenate isn’t resting on her laurels just yet.

Lady Gaga
The 41mm Heritage Black Bay was chosen by Lady Gaga for the #BornToDare campaign.

With her biopic set to air on Netflix on 22 September, and rumours that she would have a role to play in the upcoming Season 7 of American Horror Story, Gaga is bent on showing the world that she doesn’t just have powerhouse vocals. Her feature film debut in Bradley Cooper’s remake of A Star is Born is slated for a September 2018 premiere, proving that she has the capability to not only sing, but to act as well.

“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.” said the Swiss watchmakers in a statement. “Behind the glitter and glam, her provocative style and political statements, she is about total showmanship.”

Not one known for their celebrity endorsements, Tudor has assembled a bunch of household names for the #BornToDare campaign that launched earlier this year, including David Beckham and the All Blacks. For many watch brands, getting a celebrity’s endorsement means getting the attention from their legion of fans as well. And with 69.3 million followers on Twitter and 25 million fans on Instagram, Tudor has caught a big fish, and her name is Lady Gaga.

(All photos: Tudor)

Josiah Neo


Josiah Neo is a tech writer who contributes occasionally to the fashion, travel, and culture beats. When he’s not busy keeping up with the keynotes, he’s probably stuffing his face with the best Melbournian donuts (at Shortstop, BTW) or watching his favourite esports team, the Los Angeles Valiant, pummel their opponents into oblivion.

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