The last time Tudor had a brand ambassador was when it signed an up and coming golfer in 1997, after he won his first major. That five year deal ended in 2002 and Tiger Woods decamped for TAG Heuer (and is now with Rolex).

Now Tudor has just signed two giant names in sport: retired footballer David Beckham and the All Blacks, perhaps the world’s most famous rugby team.

The news is the latest development in Tudor’s multi-year strategy of building itself into a brand with an identity distinct from its parent, Rolex.

It follows the earlier steps of rolling out affordable and well designed sports watches – the Heritage Black Bay is the bestseller – as well as expanding its retail network; the brand re-entered the American market in 2013 after a decade’s absence.

The All Blacks, who boast a winning Test record of 77%, will wear the Black Bay Dark, in keeping with their monochromatic uniform.

Beckham, best known for his time at Manchester United and the England national team, gets the two-tone Black Bay S&G and the Black Bay Chrono, both new launches for 2017.