The infamously daring pop icon, Lady Gaga, joins the TUDOR family. Notorious for being provocative both on and off- stage and leading a foundation committed to empower youth, she personifies the very #BornToDare spirit TUDOR lives by since its creation.

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.

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.