Celebrating Female Ambassadors this International Women’s Day
To celebrate this week’s International Women’s Day, we have put the spotlight on our brands with female ambassadors and a push for all that women stand for.
The original Tudor women’s watches were released at the same time as the men’s models in the early 1930s, notably in Australia, one of the brand’s oldest markets. The aesthetics of the Tudor watches of the time were in line with the fashions of the period: Art Deco in style, with cases that were rectangular, barrel-shaped or with bevelled sides. There was a vast amount of choice. At the crossroads between jewellery and timepieces, the brand’s feminine watches were notable for their delicacy, reliability and, of course, their accessible prices. The vision of Tudor’s founder Hans Wilsdorf was to offer a watch “with the same standards of dependability” as those of his first brand, Rolex, but “at a more modest price”.
In September 2017, Swiss watch brand Tudor announced pop sensation Lady Gaga as a new brand ambassador and Tudor’s first female ambassador. Lady Gaga personifies Tudor’s motto “Born to Dare” and took over the accompanying advertising campaign.
“The infamously daring pop icon is notorious for being provocative both on- and off-stage and leading a foundation committed to empower youth, she personifies the very ‘Born To Dare’ spirit Tudor lives by since its creation”. Tudor said in a statement.
The choice of Lady Gaga fits with the brand’s new profile, moving away from their traditional focus on tool-orientated men’s watches and triumphing individuals who don’t fit the ‘status quo’. With 30 million albums sold and six Grammy awards, Lady Gaga’s mainstream success has been achieved by abstaining from traditional celebrity standards. Tudor have also used their platform to go against the grain; bringing back fabric straps and ‘neo-vintage’ designs to the masses.
Adding Lady Gaga to the list of Tudor brand ambassadors will be sure a sure way to shake the following up; putting Tudor in front of a completely new audience. Her cult-status and credentials aside, Lady Gaga is recognised for her philanthropic work, including empowering youth through her Born This Way Foundation, supporting the LGBTQ community and demonstrating against fur.
Kate Winslet, the Oscar-winning actress, joined the Longines family in 2010. She is one of the world’s best-known and loved actresses. She built her career on a series of film performances that go against classic stereotypes, creating in each a new character that moves with ease from drama to passionate romance and eccentric individualism.
As pictured, Kate wears the Longines Symphonette, created and imagined as a contemporary interpretation of the elegance dear to the Swiss watchmaking brand. The unique oval line of the cases, the sophisticated meshing of the bracelets, the refined dials of the various models are like as many notes combining in perfect harmony. Today, Longines is introducing new models blending rose gold and steel that enrich the collection.
TAG Heuer’s newest advertising campaign stars the sublime Cara Delevingne. It shows Cara, full of confidence, her gaze piercing, with her back against a lion. This unique and disruptive visual, created without any special effects, catches the eye, just like the Swiss watchmaker has done since 1860.
The actress and model designed the campaign in her image. In the presence of lions, Cara demonstrates her strength and humility. She conveys power and fragility, her passion for the king of beasts evident. The image was shot in South Africa by David Yarrow, the illustrious fine art photographer who specializes in capturing the beauty of endangered animals. This campaign carries a message of respect, support and strength towards animals. TAG Heuer has created an intense campaign, fearless, feminine and contemporary.