After avoiding the often inauthentic brand ambassador game for almost two decades, in an apparent change of direction, earlier this year, Tudor decided to bring David Beckham on as an official brand ambassador. Now, in an even bigger change, Tudor, who two years ago stated at a press event in Basel, Switzerland that they would always present Tudor in a masculine way in regards to advertising, has pivoted on that strategy as well. Lady Gaga is now an official Tudor brand ambassador. With women making up a larger percentage of the mechanical watch market and being more involved in the sales process, this strategy makes sense in the grand scheme of things. Moreover, with a number of watches within the Tudor collection that work well on a women’s wrist, why not, I suppose.