Watch brand Tudor has named American pop singer Lady Gaga as one of the faces of its #BornToDare campaign.
The Born This Way singer, who has become known for her eccentric dress, is the first woman to front a Tudor campaign.
Lady Gaga has joined the ongoing #BornToDare campaign which launched earlier this year and stars David Beckham and New Zealand All Black Beauden Barrett.
In an online statement explaining the decision, the brand said: “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. Behind the glitter and glam, her provocative style and political statements, she is about total showmanship.
“Born from the will to go beyond the standards, Tudor’s watchmaking philosophy draws its inspiration from its heritage, while incorporating state-of-the-art technology, exclusive innovations and pioneering creativity.”
The singer appears in a new ad for its #BornToDare campaign wearing a $3,350 (£2,580) 41mm steel automatic Black Bay Red watch with a red bezel on a leather strap.
Details of the partnership weren’t released other than that she will be featured prominently in Tudor’s campaign, unveiled earlier this year.
David Beckham also represents the brand as a global ambassador and began working on the #BornToDare campaign in May.