Having only just signed David Beckham and rugby team the All Blacks, Tudor is adding a third name to its roster of brand ambassadors with Lady Gaga.

Tudor’s partnership with the singer and actress known as much for her music as her unusual sense of style is yet another element of its slow but steady strategy of creating a strong and individual identity for itself, one distinct from that of its much larger parent, Rolex.

Having sold almost 30 million albums, Lady Gaga is one of the world’s most famous musicians, with a strong pull amongst the young (and very young). That’s a different audience from that of Beckham and New Zealand’s All Blacks, illustrating Tudor’s careful segmenting of its ambassadors.

While footballer Beckham got the two-tone Black Bay Steel & Gold, Lady Gaga’s official watch is the classic Black Bay with a red bezel.