Tudor announced Lady Gaga as the new face of its iconic Swiss brand, making her the first female brand ambassador in the company’s history. The music superstar represents Tudor’s upcoming “Born to Dare Campaign” campaign.

“Lady Gaga is a global, leading fashion icon, mindful of everything she wears” said the Tudor team. “She has turned celebrity into a comprehensive art form. She knows full well that an outfit is a powerful message, an art performance. Every accessory is a way to shape her image, a means to an end.”

Lady Gaga joins soccer star and fashion icon, David Beckham, and Beauden Barrett, star of the New Zealand All Blacks championship rugby team.

This Black Bay watch is Lady Gaga’s choice