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

Updated on September 12 2017

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)

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