a major brand relaunch took place in 2009, with a new product line, tudor grantour, and a new advertising campaign based on the claim "designed for performance. engineered for elegance." the marketing placed a new emphasis on style, in contrast with the 1980s communications based on strength and durability. in 2017, the "born to dare" campaign was launched, featuring david beckham, lady gaga, and a partnership with new zealand rugby team the all blacks and their player beauden barrett.