In an effort to define what the brand stands for today, TUDOR has launched a new campaign with the slogan, “Born to Dare,” which, not only, reflects the history of the brand but also shows where it is headed for in the future.

Indeed, daring individuals have long chosen TUDOR watches while making history on…well, every known terrain on the planet, which also dovetails to the vision of Hans Wilsdorf, who’s watches are made for those with the most daring lifestyles.

“We are devoted to the classics, but reject the status quo,” indeed, this watchmaking philosophy is what defines the second brand founded by Hans Wilsdorf. The TUDOR watch company was born of a mission “to explore new territories,” thereby offering everything that is good about a Rolex, in a more affordable package.

“We keep the best of the past, the best watchmaking practices, the best designs, and push the boundaries of what’s new.” This isn’t to say TUDOR is never looking forward. They’ve actually become the masters of reinvention, constantly mining their storied past to offer an uncompromisingly dependable future. In fact, so tied to the past are TUDOR watches they are distinct in their own right and occupy an enviable niche coveted by many other watchmakers.

Consider the TUDOR Black Bay, the brand’s very modern diver’s watch that has direct antecedents to some of the most iconic TUDOR watches of yesterday. Premier of which is the 1958 Oyster Prince Submariner reference 7924 that lent its oversized crown and general lines; not to mention the ‘Snowflake’ TUDOR Submariner, worn by the French Navy in the 1970s, and which offered up its unique angular hands. Indeed, classic designs, contemporized for a new century.

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.” Yes, Hans Wilsdorf’s vision is for a watch built for people who regularly step out of their comfort zone. Which is why a TUDOR watch is designed to perform in all and every condition. Whether it be on a land race through rough Alpine roads, on ice accompanying the British North Greenland Expedition, in the air issued to the para rescue teams of the U.S. Air Force, or underwater with the frogmen of the French Navy, a TUDOR will be there to perform above and beyond.

Finally, “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.” Yes, the wearers of TUDOR today are not so very different from those who wore them in 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.

Which is why for the Born to Dare campaign, TUDOR was quick to sign someone like David Beckham, whose prowess with a football is not only legendary, but who continued to reinvent himself long after he retired from professional sports.

Even as a child, Beckham’s love for the sport is well documented. Indeed, this love is what led him to be one of the most acclaimed, successful and beloved players in the history of the game.  With three major clubs and 115 selections in the English football team, 59 as captain, he left his mark: 6 England Championship titles, 2 Major League Soccer cups, one time Champion of Spain and one time UEFA Champion.

For those who are up for anything. For those who face their fears

Today, Beckham still continues to inspire. His philanthropic activities focus on the welfare and protection of children worldwide. In fact, Beckham has supported UNICEF since his days at Manchester United and in January 2005, the English national team captain became a Goodwill Ambassador with a special focus on UNICEF’s Sports for Development program.

In conjunction (and possibly of even greater significance) with Beckham is another “ball” player, rugby great Beauden Barrett of the wildly popular All Blacks rugby team. Yes, the key No. 10 jersey in the first five-eight (or flyhalf) position was signed up by TUDOR, not to mention the All Blacks team itself to be TUDOR brand and campaign ambassadors as well.

So hugely popular in the world is rugby, in fact, that even a non-rugby nation like the Philippines knows who the All Blacks are. Indeed, rugby is regarded as New Zealand’s national sport (must be all that pent-up Maori blood), and the All Blacks have been more than up to the task of servicing God and country.

To think, a rugby game at the highest level where the All Blacks play is no walk in the park. This is probably why it’s called a “Test” match, because it tests the players in every way: the physical, mental, and yes, even emotional abilities to perform under extreme pressure. And let’s not even talk about the Haka, the world famous, awe inspiring and (quite frankly) intimidating Maori dance the All Blacks perform to mentally destroy the enemy before every match.

With a history extending back more than a century, the All Blacks are not only the most successful international rugby team of all time but with a winning Test record of more than 77 percent, is also one of the most successful and legendary teams in world sport, PERIOD.

“Bending it” on Beckham’s wrists are the Black Bay S&G, a vintage-inspired steel and gold diver’s watch, as well as the Black Bay Chrono, a COSC-certified chronograph with column-wheel Manufacture calibre sourced from a flyer of a watchmaker and drawing upon TUDOR’s diving and motorsports heritage.

Beauden Barrett and the All Blacks, on the other hand, revel in their team colors with the Black Bay Dark, another vintage-inspired, albeit all-black steel diver’s watch.

Together, Beckham, Barrett, and The All Blacks face their fears and reinvent themselves every day; and armed to the teeth with their TUDORs on their wrists, they are definitely born to dare.