TUDOR's new campaign for 2017 entitled 'Born to Dare,' reflects both the history of the brand and what it stands for today.
Worn on the wrists of individuals who have chosen TUDOR while achieving the extraordinary on land, ice, in the air and underwater, it is the extension of the vision of Hans Wilsdorf, the founder of Tudor and also of Rolex, who had set out to manufacture TUDOR watches to withstand the most extreme conditions, watches made for the most daring lifestyle indeed.
Founded in 1946, TUDOR was to offer watches with the quality and dependability of a Rolex, but at a more accessible price point.
But it has since far surpassed that initial mandate.
TUDOR now has its own distinctive personality, pioneering major trends with hot-in-demand timepieces popular with collectors and new consumers in the industry.
Its #BornToDare campaign manifesto reads,
“We are devoted to the classic. But reject the status quo.
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.
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.”
The Swiss company has enlisted David Beckham as campaign ambassador.
A household name, David Beckham may not have been the most skilful player, the highest scorer, nor the fastest player, but he had a unique style, both precise and spectacular. And it is his tenacity whilst maximising his potential that has seen him achieve success on the pitch, winning 6 England Championship titles, 2 Major League Soccer cups, one time Champion of Spain and one time UEFA Champion.
Off the pitch, he hasn't rested on his laurels following retirement, and has defied the odds with a longevity in the public eye.
He has parlayed his celebritydom into a role as UNICEF Goodwill Ambassador, as well as contributing to philanthropic initiatives around the world.
And yet he has also remained a global style icon, and it was through his Rolex timepieces that he came to know of TUDOR.
“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 the first set of campaign visuals, the British star dons the Black Bay S&G, a vintage-inspired steel and gold diver's watch.
Already a fan of the sportswatch design DNA of Rolex, the choice of Beckham dovetails well with sister company of TUDOR.
Exuding style, subtlety with an innate identity to be boldly independent and different, TUDOR watches might have found its perfect embodiment in David Beckham.