Celebrity ambassadors are a big part of brand communications nowadays, and for many watchmakers, there is no surer way of securing media and consumer attention than signing the right personality. Since its renaissance circa 2010, Tudor has conspicuously stayed away from large-scale ambassador activities, preferring instead to develop well-defined audiences for each of its products: neo-vintage for its wide-ranging Heritage family, high-performance deep-sea diving for its Pelagos, extreme adventuring for its North Flag, motorcycle racing for its Fastrider and so on.
Whilst more sedate Tudor timepieces exist, such as the Advisor, or the Style, it is the action-oriented, youth-focused products that have thus far been highlighted at Tudor. It’s no wonder that, as the brand moves into a new phase of development and growth (as I discussed in my feature story on Tudor in last summer’s issue of Revolution Asia), it has chosen to partner with sporting icons to transmit its values — David Beckham, the All Blacks rugby team and Beauden Barrett.
Today, David Beckham is most active as a philanthropist, entrepreneur and a cornerstone of modern style, but it is his legacy as former England captain, Premiership superstar and international footballing legend that persists in the world’s awareness of him.