David Beckham for Tudor.

Tudor has snagged David Beckham to be a new brand ambassador and the face of its advertising campaign.

On Tuesday, the Swiss watch brand revealed images of the famed soccer player and style setter in its Born to Dare ads. The company said Beckham epitomizes the campaign’s spirit, which is characterized by “ambassadors whose life achievements directly result from a daring approach to life.”

Beckham said as an Englishman he appreciates “a nice suit and a nice watch. They go very well together.”

A longtime watch aficionado, Beckham became familiar with Tudor through its sister brand, Rolex, since he owns several of that brand’s watches. “I was attracted to Tudor by the attention to detail I could see in their watches,” Beckham said. “I then learned about the history of the brand — one of adventure, pioneer diving and daring expeditions. I was instantly hooked.”

In the ads, Beckham wears the Black Bay S&G, a vintage-inspired steel and gold diver’s watch, as well as the Black Bay Chrono, a COSC-certified chronograph.

Beckham was one of the most successful soccer players in history. Since retiring, he has created a business with endorsements in everything from fashion, fragrance and makeup to underwear. He is one of the backers behind, and the face of, Kent & Curwen, the sporty British men’s wear brand. His company Seven Global has a business partnership with the Trinity Group-owned heritage brand.

More From WWD:

Volcom Pushes on With Georgia May Jagger Deal in Bid to Grow Women’s Business

Consumer Confidence Dips for Second Straight Month

Think Tank: Taking Cues From the Playbook of Digital-First Brands