Swiss watch brand, Tudor, said Monday it has named pop sensation Lady Gaga as its new brand ambassador, noting that she is the personification of its new “Born to Dare” advertising campaign. Details of the partnership weren’t released other than she will be featured prominently in Tudor’s campaign, unveiled earlier this year. As part of the campaign, the luxury watch brand also is partnering with the All Blacks team and the DHL New Zealand Lions Series 2017, an international rugby series. A spokesperson for the watch brand said the outfit and pose was her choice. “When you try and think of a daring individual in today’s popular culture, it is hard to find anyone more fitting the description than Lady Gaga.

Source: Forbes August 28, 2017 11:26 UTC