Swiss watch brand Tudor has signed soccer player David Beckham as its latest global brand ambassador.  

According to WWD, Beckham, who is also recognised as an international style icon, will front the brand's "Born to Dare" campaign, which will be "supported globally by ambassadors whose life achievements directly result from a daring approach to life".

Commenting on the ethos behind the fresh tagline, the company said it aims to highlight "Daring individuals have long chosen Tudor while achieving the extraordinary on land, ice, in the air and underwater.It also refers to the vision of Hans Wilsdorf, the founder of Tudor, who manufactured Tudor watches to withstand the most extreme conditions, watches made for the most daring lifestyle indeed. It finally tells of the singular approach Tudor is known for today, having pioneered now major trends within the watchmaking industry."

Ads

Tudor, which launched in 1946, was created by the founder of Rolex (Wilsdorf), and has since made its mark by offering high quality watches - albeit at a more affordable price point than its sister brand.