Lady Gaga Lands Historic Deal With Swiss Watchmaker

Lady Gaga x Tudor - Publicity - H 2017
Courtesy of Tudor

The pop singer stars in Tudor's #BornToDare campaign.

Lady Gaga has worn a Tudor-style ruff. She lives in a Tudor-style house that she bought last year in the Hollywood Hills that was owned by Frank Zappa. Now she’s got a new Tudor look: the singer is signing on today as the first female face of Swiss watch brand Tudor. The singer appears in a new ad for its #BornToDare campaign wearing one of Tudor’s 41mm steel automatic Black Bay Red watches with a red bezel on a leather strap ($3,350).

Not previously known for its celebrity endorsement deals, Tudor is making a big push this year to align itself with stars, bringing on David Beckham as a global brand ambassador in May. But while Beckham was already known as a watch aficionado — he was a long-time fan of new and vintage pieces by Rolex, Tudor’s sister company — Lady Gaga to date hasn’t shown much public interest in watches, despite her love of other accessories such as hats, masks, gloves and sunglasses. Photos of her over the years rarely show a timepiece on her wrist, save for a Casio Baby-G watch she wore way back in 2009 in the videos for the songs "LoveGame" and "Eh, Eh (Nothing Else I Can Say)" from her debut album as well as two or three other watches she wore in appearances that year.

In a statement, Tudor — which was started in 1946 by Rolex founder Hans Wildorf and which is known for its well priced tool watches with vintage styling — said it chose Lady Gaga not only for her iconic style but also for her philanthropic work, including empowering youth through her Born This Way Foundation and speaking out against fur and in support of LGBT causes.