It’s no longer a secret that Tudor is working towards building a separate and distinct identity for itself, apart from parent brand Rolex. And the recent announcement of its new ambassadors is as good an indication as any.

David Beckham, former football star and all-round celebrity; and the All Blacks, probably the world’s most famous rugby team, are now Friends of the Brand. Part of Tudor’s Born To Dare campaign, these individuals were selected for their outstanding achievements in their specific fields — not unlike how Tudor watches excel even in the most extreme of conditions.

“I was attracted to Tudor by the attention to detail I could see in their watches. I then learned about the history of the brand. One of adventure, pioneer diving and daring expeditions. I was instantly hooked,” remarks Beckham of his collaboration with the storied watchmaker. The father of four will sport the Black Bay S&G, a vintage-inspired steel and gold diver’s wristwatch, as well as the Black Bay Chrono, a COSC-certified chronograph. While the Englishman is probably best known for his former career as a professional footballer, he is also a long-time Unicef Goodwill Ambassador.

The All Blacks, on the other hand, will wear the Black Bay Dark, a vintage-inspired steel diver’s watched completely dressed up in black — the team colours, of course. Besides being the most successful international rugby team of all time, the All Blacks also hold a winning Test record of more than 77 percent. As an extension of its commitment to the team, Tudor is also the Official Sponsor of the DHL New Zealand Lions Series 2017.