Traditionally, brand ambassador news excites two types of individuals: a brand and then the fans of the ambassador. With Tudor’s recently announced partnership with Lady Gaga, there’s far more to find compelling. Gaga is the brand’s first-ever female ambassador. She carries along a massive fanbase, many of whom may be exposed to the brand for the first time. And her last decade of eccentricity seems like an unexpected pairing for the Swiss brand. That said, a commitment like this demonstrates the brand’s desire to be different. It’s appreciated and, agreeing with Hodinkee, it will be fascinating to see what one of our favorite watchmakers (already in the midst of a big year) achieves with Gaga.