Hubert Burda Media

Tudor’s Born To Dare Campaign

The Swiss watchmaker ushers in a new era with a fronted by not one, but several sporting superstars.

In an age when the faces of everyone from Hollywood A-listers to Instagram It-girls are emblazoned on almost every brand advertisement, it is hard to tell where one ends and the next begins. Unless, of course, these faces are that of the world’s most recognisable sporting superstars.

Enter David Beckham, ex-captain of England’s national soccer squad; and the All Blacks, New Zealand’s national rugby team, who are now ambassadors of Swiss watchmaker Tudor. Spearheading the manufacture’s Born To Dare campaign, they were selected for their outstanding achievements in their specific fields — like how Tudor watches excel even under the most extreme conditions.

Beckham says of his collaboration with the storied watchmaker: “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.” And the father of four would be, given his adrenaline-filled 20-years as a professional footballer. After launching his career at English club Manchester United (where he eventually inherited the iconic number 7 jersey of soccer legend and former United playmaker Eric Cantona), Beckham went on to play for other notable teams including Real Madrid and LA Galaxy before retiring from the sport in 2013. During this period, he was also captain of the English national football team for six years, earning 58 caps during his tenure.


While Beckham was better known for his footwork on the pitch back in the day, the husband to Spice Girl-turned-fashion designer Victoria  Beckham is also admired for his sartorial choices, making this collaboration with Tudor even more apt. “Especially as an Englishman I think you really appreciate a nice suit and a nice watch. They go very well together,” he comments. Beckham will wear the Black Bay S&G, a vintage-inspired steel and gold diver’s wristwatch, as well as the Black Bay Chrono, a COSC-certified chronograph.


The All Blacks team, on the other hand, will be displaying on their wrists the Black Bay Dark — a steel diver’s watch in black (in line with the team’s official colours, of course). Arguably the most successful international rugby team of all time, the All Blacks have won the Rugby Championship trophy 14 times throughout the tournament’s 21-year history. They have also been named the World Rugby Team of the Year 10 times since the award’s inception in 2001, and hold a winning Test record of more than 77 percent. As an extension of its commitment to the team, Tudor is also the Official Sponsor of the DHL New Zealand Lions Series 2017.

This collaboration with the All Blacks also specifically recognises 26-year-old Beauden Barrett, who dons the national squad’s Number 10 jersey and plays the first five-eighth position. Displaying great skill and dedication to the game, Barrett started in 11 Test matches for the team last year. Having scored a total of 152 points, Barrett (who also plays for the Hurricanes in the Super Rugby competition) was named World Rugby Player of the Year in 2016. Like his All Blacks mates, Barrett wears the Tudor Black Bay Dark.

And that’s not all. Tudor will unveil at least one other ambassador in the coming months. 

Clearly, this campaign is to Tudor what the awe-inspiring haka battle cry is to the All Blacks. So, sit back and watch.

First published in Prestige Singapore’s July 2017 issue.