Jay Chou. (Photo credit: @JayChou/Instagram)
Montres Tudor SA, a sister brand of Rolex, is preparing to launch a Black Bay Chrono featuring a turquoise-blue dial, marking the fifth color variation of the steel model following white, black, blue and pink editions.
Taiwanese singer-songwriter Jay Chou posted Tuesday a photo of himself wearing the piece to his nearly 10 million followers on Instagram.
On Wednesday, former English soccer player David Beckham shared a glimpse of the watch on his fleeting Instagram Story, tagging Inter Miami CF — likely a nod to the football club's retro jersey unveiled in July 2024, which the watch's color appears to honor.
It is not the first time Tudor has teased new watch releases through brand ambassadors. That strategy is increasingly adopted by other brands to build anticipation and spark conversation during a period in the market when major product launches are scarce.