Swiss watchmaker Tudor is on a roll this year.

After announcing David Beckham and the New Zealand All Blacks as brand ambassadors just a few months ago, the brand is back with its latest signing, Lady Gaga. If anything, we think the #BornToDare campaign is the perfect platform for Gaga. Known for her provocative on-stage persona and a voice that matches the greats, Gaga’s influence in all things cool is a good step for the brand into the pop culture arena. 

The first campaign visual sees Gaga in her full “Fame Monster” get up, a large contrast to her campaign with Tiffany & Co that aired earlier this year. Gaga wears the classic Tudor Heritage Black Bay with a red bezel, paired with a burgundy fabric strap. 

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