‘Born to Dare’ is the slogan being used in a month-long campaign by jewellery chain Rüschenbeck in collaboration with Swiss watch manufacturer Tudor at Westfield Centro, whose centerpiece – the Mitteldom – is featuring a modern-style pop-up store in September/October. This high-quality, more sporty alternative to its parent brand Rolex enjoys great popularity among watch fans, with unique models bringing classic design into the new millennium.

All eyes on brand ambassador David Beckham

Tudor is known for sporty, water-resistant watches, so it’s only fitting that the brand ambassador for the ‘Born to Dare’ campaign should be football legend David Beckham. His celebrity face also attracted a lot of attention during the promotion at Westfield Centro. Added to this is an impressive stand design with a classy red-and-black colour scheme featuring the campaign hashtag in large 3D lettering in the centre together with the familiar Tudor logo. The campaign is being accompanied by a strong media campaign using the UDS – the 360° screen plus four LED displays – and with branding on the escalators in the Mitteldom as well as two attention-grabbing giant posters in the car parks.