Stefani Joanne Angelina Germanotta, better known to the world by her stage name, Lady Gaga — has officially been announced as an ambassador for Tudor.

Hot on the foot of the earlier announcement of soccer superstar, David Beckham, the move to have yet another massive, present day pop icon become a spokesperson for the brand showcases a great sense of intention and aggression to reach out to a new generation of watch buyers.

2010 was when Tudor made a move to come back into the scene with watches that they could truly call their own. Now, seven years on, having established an identity for those watches, it is high time that word got out, outside of the immediate watch community, to create an impression on those who have, otherwise, not heard of the watchmaker.

The great thing in that regard is — who on earth has not heard of Lady Gaga? From the day her 2008 chart  toppers, “Just Dance” and “Poker Face” tore up the music scene, her “meat dress” at the 2010 MTV Video Music Awards, her achingly beautiful collaboration with Tony Bennett on the album Cheek to Cheek, in 2014 to her most recent halftime gig at Super Bowl LI — Gaga’s success as a pop musician is undeniable.

However, her influence has not just remained in the realms of music. In recent days, she’s utilized her incredible visibility to create positive impact on many social concerns. None more prominent than her own Born This Way Foundation (BTWF), which she launched in 2012.

The BTWF focuses a great deal of its effort on youth empowerment and combating bullying — particularly cyber-bullying. Lady Gaga’s also been a great voice for the LGBT community worldwide, in speaking out for their rights as humans.

Now her advocacy of Tudor, is yet another platform to spread her message — which often is a difficult message to deliver and receive — but at the same time, it’s great to see that Tudor has chosen to back her. Because it also shows Tudor’s willingness support the same causes and to perhaps forward her mission.

Read more about Tudor’s 2017 collection of watches here.

Read about Tudor’s renaissance in 2010 here.