BORN TO DARE. To launch its new “Born To Dare” campaign, Tudor has recruited ex-footballer David Beckham. A man they believe embodies the daring nature of the brand
Tudor has long been recognized as a watchmaker that dares to strive for the extraordinary, providing the best in timepieces to face any challenge be that on land, ice, in the air and even underwater. This stems from the brand’s founder Hans Wilsdorf, who envisioned a timepiece that was able to withstand the most extreme conditions imaginable to fulfill the needs of even the most daring lifestyle out there. Hence Tudor’s “daring” brand image was born which has been carried out through many of its campaigns in the past, being supported by ambassadors whose life achievements were a direct result of their daring approach to life.
The new face for Tudor’s latest “Born to Dare” campaign is one of the world’s most noticeable professional footballer and recognized fashion icon, David Beckham. The “Born to Dare” tagline itself comes from the brands history and possible future approach of the brand as it has always dared to stray from the norm of watchmaking, despite remarks of others, to create a state-of-the-art timepiece like no other, yet still making it affordable.
Besides David Beckham’s resilience to fulfill his life-long dream of becoming an international star of the football field, which strongly relates to the “Born to Dare” theme of the campaign, there is also another reason why David Beckham agreed to take part in the Tudor campaign. As a long-time wearer of wristwatches, Beckham is no stranger to Tudor’s sibling brand, Rolex which he happens to own a few timepieces, and his taste for the finer things lead him to discover the brand’s history. “I was attracted to Tudor by the attention to detail I could see in their watches. I then learned about the history of the brand. One of adventure, pioneer diving and daring expeditions. I was instantly hooked”.
For his first appearance for this campaign David Beckham wears 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 drawing upon Tudor’s diving and Motorsports heritage. We will have to see what further daring timepieces will Beckham and Tudor have planned to announce in the near future.