NEWS: Tudor announces David Beckham as new brand ambassador

At Baselworld Tudor unveiled a campaign and brand tagline – Born to Dare. Today we got a better understanding of what this means with the announcement of David Beckham as global brand ambassador and famous face of the Born to Dare campaign. At first the news of a luxury watch brand announcing a new endorsement might not seem particularly daring, but in this case it represents a significant new step for the brand, and a legitimately daring change of direction. This is the first time in many, many years that Tudor has had this level of celebrity ambassador, and certainly the first since the brand’s heritage collection-driven renaissance from 2010 onwards. It signifies an evolution in their marketing. For years Tudor has traded on their stealth kudos, perceived as a brand for people in the know. They also pitched themselves as a brand for adventurers, urban and otherwise. For many, Tudor is the quintessential ‘first good watch’. David Beckham changes all that. Not only does the addition of a top tier global ambassador like Beckham place Tudor in the spotlight, it also speaks to the maturation of the brand. The watches are getting more sophisticated; in-house movements and complications are increasingly replacing ebauches; and…

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9 years ago

Tudor Announces David Beckham as new Brand and #BORNTODARE Campaign Ambassador

David Beckham, one of the World’s most famous football players (for our American readers: that’s what you guys would call soccer) and style icons, will be Tudor’s new brand ambassador and ambassador for the #Borntodare campaign. Now that’s something we didn’t expect. The man who has everything, who married Posh Spice, who’s nickname is DB7 and who has won prizes for best male body, and best dressed man, chooses to work with Tudor.

9 years ago

EVENT: Rado rallies behind young Australian design talent at the Belle Coco Republic Interior Design Awards 2017

Co-presented by Belle magazine and Coco Republic, the leading name in furniture, property styling and interior design services, last week’s Belle Coco Republic Interior Design Awards brought together Australia’s best interior designers to celebrate the spectrum of their creativity working across residential, commercial and hospitality projects over the past year. The seventh industry awards night featured two new categories: the Rado Emerging Design Star and Best Work With Colour. The winner of the Rado Emerging Design Star award at the Belle Coco Republic Interior Design Awards 2017 was Yasmine Ghoniem (Amber Road Design, Sydney), who said of her accolade, “The talent [tonight] was absolutely immense, which makes our Emerging Design Star win even sweeter.” Rado has long championed rising design talent, so it was great to see the watch brand’s support of Australian design circles. The brand has a longstanding involvement with design events and the promotion of inventiveness through the Rado Star Prize France, Italy, US and Switzerland, which showcases the work of fledgling designers. Yasmine was also nominated in the category Best Work with Colour and was definitely one of the most vibrantly attired at the event. Green is her favourite colour but among her prizes was a chic Rado True Open…

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9 years ago

Full-frontal – AkriviA AK-06, the brand’s first non-tourbillon – Hands-on with Live Photos, Specs and Price

A few years ago, Rexhep Rexhepi took center stage in the world of watchmaking, when he launched his own brand AkriviA. A young gun, 27 years of age at that time, who came out with a strikingly sexy Tourbillon Monopusher Chronograph. It was almost unheard of. Since that first creation we’ve seen several other stunning pieces, including the Chiming Jump Hour, all featuring a tourbillon movement. For Baselworld 2017 though, they launched their first non-tourbillon watch: the hand-wound AK-06!

9 years ago

Jaquet-Droz unveils new enameling paillonné collection – hands-on with live pics and pricing

On a mission to perpetuate rare artistic crafts, Métiers d’art and various sorts of enameling are familiar themes at Jaquet Droz. It has become a tradition for the brand to unveil exquisite paillonné enamel limited editions every year. This year, these are rendered in blue and red, one of the most delicate colors to work with. Paillonné enameling is an 18th century technique that was used by Pierre Jaquet-Droz himself. The new models are bringing together historic ‘paillons’ (tiny motifs or paillettes made from gold leaf) and modern elements.

9 years ago

VIDEO: Why I love my watch – with Andre Agassi

Andre Agassi’s response to the question, “Are you into watches?” didn’t exactly go to script. “Not at all. I have no interest in them,” he said. It’s not the first time we’ve spoken at length to someone who doesn’t identify as a ‘watch person’ per se. Mark Bouris is one, Mark Richards another. But this really was a first. An interview subject, at the start of a 30-minute interview, declaring our whole subject area a dead zone. Ok then? There was a five second pause, and I let it be because he looked like he was going to continue talking. “But I’ve come to appreciate what watches mean to people…” He was off. Andre ended up landing on one of the most elegant, eloquent descriptions of why people like watches that I’ve ever heard. And, spoiler alert, he does actually have pretty deep feelings for a watch in his own collection. Typical Andre, really. When you ask about any topic, you’d better be ready to go deep, because it’s a place where he – after a few minutes of feeling you out – seems to feel most comfortable. Abandoning certain conventions of conversation to answer as honestly, as unflinchingly as…

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9 years ago

Up In The Air – Flying High With 5 Aviation Inspired Watches From Baselworld 2017

Legend has it that at the beginning of the 20th century, Louis Cartier designed a wristwatch for aviation pioneer Alberto Santos-Dumont because of the inconvenience of using a pocket watch while flying. The Santos was one of the earliest wristwatches and pilot watches. Born out of practicality, the watches intended for pilots have evolved – in fact, the original Santos had very little to do with a flight ‘tool’ watch.

9 years ago