At Baselworld Tudor unveiled a campaign and brand tagline – Born to Dare. Today we got a better understanding of what this means with the announcement of David Beckham as global brand ambassador and famous face of the Born to Dare campaign. At first the news of a luxury watch brand announcing a new endorsement might not seem particularly daring, but in this case it represents a significant new step for the brand, and a legitimately daring change of direction. This is the first time in many, many years that Tudor has had this level of celebrity ambassador, and certainly the first since the brand’s heritage collection-driven renaissance from 2010 onwards. It signifies an evolution in their marketing. For years Tudor has traded on their stealth kudos, perceived as a brand for people in the know. They also pitched themselves as a brand for adventurers, urban and otherwise. For many, Tudor is the quintessential ‘first good watch’. David Beckham changes all that. Not only does the addition of a top tier global ambassador like Beckham place Tudor in the spotlight, it also speaks to the maturation of the brand. The watches are getting more sophisticated; in-house movements and complications are increasingly replacing ebauches; and…
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