Pop icon Lady Gaga has been unveiled as the new ambassador for Tudor watches, and stars in the brand's Born to Dare campaign, which aims to reflect the history of Tudor and its parent company Rolex.

The brand announced the news on Instagram, posting 'She is an artist like no other, constantly pushing the boundaries as a musician, actor and fashion icon. Some are born to follow. Others are #BornToDare. Welcome to the #TudorWatch family, @ladygaga'.