http://www.hollywoodreporter.com/news/lady-gaga-is-new-face-tudor-watch-1033279

Interesting choice. Well I'm sure she's as tough or tougher on watches than many athletes.

 

ooo la la

 

Very cool. That BB red actually looks great on her wrist too.

 

This is a very poor move from Tudor in my mind..

 

How so?

 

They should be sticking to their roots, Tudor seems to be deviating further and further. For me, they started to go wrong again with the LHD Pelagos and riveted bracelets on the new black bay. Time to dial it back 3 years and focus on well thought out tool watch designs and stop appealing too much to the supposed fashionable.. aren't lady gaga and David Beckham a bit past it anyway, and who exactly are they targeting, which demographic of current/potential/past customer are impressed by these celebrity endorsements..

 

I'm not sure if it's a poor decision or not but it certainly in my mind clarifies where Rolex wants to go with Tudor. To me they have made the decision to use Tudor to apply to a younger demographic that are attuned to modern pop culture. Obviously they need to have some disposable income...just not Rolex level yet. I'm sure the thought is to introduce them into the world of luxury, mechanical watches and let the halo effect take over to have those that move further up in income eventually move "up brand" to Rolex. From a business standpoint it's not a bad move...from a WIS standpoint you hate to see a brand that has made great strides and started to carve its own identity in the watch community get the pop culture "Tag Heuer" treatment.

 

May 23, 2012


I'll just leave this here...

 

To my eye their lineup hasn't really changed all that much. They're still doing the Black Bay, Pelagos, Heritage Chrono, Ranger, etc. And anyway the whole point of Tudor is to be the younger, cheaper, more adventurous outlet for Rolex. Some of the new designs are hit or miss for sure, but as long as they don't start dropping well loved pieces from their collection I don't really see a problem with it.

@Jking, to your point -- I think you're absolutely correct that Rolex wants to appeal to a younger audience with Tudor. Choosing Beckham and Gaga as their brand ambassadors has made that pretty obvious. However I don't agree that that necessarily takes them the way of TAG Heuer. TAG has the reputation they do now because they stopped manufacturing legendary pieces and just churned out uninspired garbage for years and years. I don't see that happening with Tudor (well, maybe the second part... but not the first bit yet).

 

I agree with everything you wrote....I actually struggled with using that term but I thought it was the best example of a Swiss brand using mainstream pop culture to market their product so I went ahead and used it. To us watch geeks we know what happened to Tag from the technical/build quality standpoint which is not to say that will happen with Tudor. But to a "lay person" the mass public thinks this is the order of high quality Swiss watches 1) Rolex 2) Tag Heuer. (At least in the US). Hell I'll admit 2 years ago that was where I was. As far as automatic Swiss watches it's all I see on a wrist here is a Rolex or a Tag. The power of marketing.

 

Hard to argue with that. I mean most people don't even realize that mechanical watches still exist. In that sense it's hard to fault Tudor for what they're doing. They may lose some street cred with the hardcore WIS that want to keep their brand sacred or something, but honestly I think both sides of the brand can coexist. Again, as long as they don't completely abandon the WIS crowd while doing so.

 

Tudor got David Beckham on board as well.

 

Tudor is TAG Heuer'ing themselves. I have never really gotten the appeal of Tudor but to each their own.

 

Tiffany & Co earlier on this year also

 

I'm pretty much an anti-pop music kind of guy but Lady Gaga has musical talent that cannot be denied and she has a pretty great attitude about her life. I'm not a little monster and I don't like all her songs but I consider myself a fan.

I say good for her and good for Tudor.

 

Agreed. Positive outlook and more talent then 5 other pop stars combined and I'm not a huge fan of her music, but no doubt she has massive talent. The girl paid her dues, wrote and performed some amazing stuff. She built a great image that is somehow down to earth and haute culture at the same time. She made herself not a label creation.

 

I'm happy with the pairing. She fits the bill well and will be a solid ambassador.

On another note my cousin went to NYU with her and said she was the most annoying girl in every class.... I guess being annoying can get you places after all

 

Brilliant move by Tudor, and quite honestly I'm surprised that some other watch company hasn't already scooped her up as a brand ambassador before this. Like some others here not particularly a fan of her music, but she is certainly smart, talented, and a great businessperson. She has earned my respect certainly.

Although some may not understand this, you can be sure that Tudor does...

 

Hmm a college age male calling a girl "annoying". This requires more elaboration.

 

We all had the same response, unfortunately no gossip. Just a statement of fact. He said she was the biggest self promoter he had ever met and they called her "annoying Stephanie" because of it.