Tudor announces Lady Gaga as new brand and #BornToDare campaign ambassador

Empowering. Provocative. Daring. Just a modicum of expressions that could describe the cultural tour de force of Gaga. She dares to be who she wants, and her unconventional approach shows those watching and listening that they can too. This determined attitude is one that Tudor lives by, and makes Lady Gaga the perfect choice as the Swiss watch manufacturer’s new ambassador; she personifies the #BornToDare spirit.

The word Gaga is synonymous around the world with her exciting, spirited character. Her eclectic music stylings and flamboyant performances constantly push boundaries and define her unique approach to entertainment. She is an extravagant brand of care-free defiance, resolute to do what she wants, the way she wants.

Gaga has always taken chances and believed in her own talent. In her youth, she performed in school plays and played open mic nights, and took the risky decision to leave the prestigious New York University’s Tisch School of the Arts, known for producing Oscar, Emmy and Tony winners, in order to pursue her own musical career. The risk proved worthwhile and her debut album ‘The Fame’ launched her into stardom; the hits ‘Just Dance’ and ‘Poker Face’ topping charts across the world.

Her second album ‘Born This Way’ was even more successful, topping the charts in more than 20 countries. The title track became the fastest selling song on iTunes with over a million downloads in less than a week. Not content with just one musical genre, her next three albums ventured into R&B, disco, jazz, and country.


As if to demonstrate her versatility, she took a role in the television series American Horror Story and won the Golden Globe Award for Best Actress in 2016. A year later, her halftime show at the Super Bowl LI was the most viewed musical event in history.

Her achievements have been recognised by the Guinness World Records, Brit Awards, Grammy Awards, Songwriters Hall of Fame and the Council of Fashion Designers of America.

Acknowledging her own success, Gaga gives back in abundance. She is well known for her social activism, raising awareness for LGBT rights, and focusing on promoting youth empowerment and combatting bullying with her Born This Way foundation.


It should come as no surprise that her timepiece of choice is as bold as she is. The Tudor Heritage Black Bay Burgundy is available on a stainless steel bracelet or leather strap, but Gaga prefers to wear it on the complimentary fabric strap in burgundy. With manufacture calibre MT5602 movement and 41mm stainless steel case, this watch is a statement of quality and design.

Tudor are renowned for creating watches suitable for even the most extreme conditions, and have long been the horological choice for those with a daring lifestyle. First ‘Born This Way’, now #BornToDare; Lady Gaga is the ultimate advocate to express Tudor’s maxim.

Don’t forget to join our Watch Lovers’ Club to be the first to see our latest collections.

Feel free to contact us with any questions.