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When Rolex founder Hans Wilsdorf launched the luxury watch brand’s younger brother, Tudor, he did so with a specific vision in mind. One that included an edgier, more adventurous approach to life—and to timepieces. And this week, the brand tapped the ultimate daring dude as its global ambassador: David Beckham.
Beckham is an modern icon in every sense of the word. From his soccer skills, to his impeccable style, to his hair that just won’t quit, the guy has great taste. So his association with a brand can transform how people understand the mission. Just look at H&M.
Beckham is working with Tudor on its “Born to Dare” campaign, which launched the last year as a way of embodying the dynamic, eclectic, and challenging ideal of the brand. Beckham was chosen to represent this campaign because of his wide range of abilities and achievement. He might have risen to fame because of his precision on the soccer field, but he has since dedicated his time and money to philanthropic endeavors—two things Tudor sees as a reflection of the brand. Beckham feels the same.
“I was attracted to Tudor by the attention to detail I could see in their watches,” Beckham said in a statement. “I then learned about the history of the brand. One of adventure, pioneer diving, and daring expeditions. I was instantly hooked.”
Beckham’s go-to Tudor watches include the Black Bay S&G, a vintage-inspired steel and gold diver’s watch, and the Black Bay Chrono, a COSC-certified chronograph.
“Especially as an Englishman, I think you really appreciate a nice suit and a nice watch,” Beckham says. “They go very well together.”