Charlotte de Witte is the newest ambassador for Tudor. The Swiss watch brand, founded as a more affordable sister to Rolex, announced the partnership on October 16 in a press release issued from New York, with campaign images showing the Belgian DJ wearing a Black Bay 54 “Lagoon Blue”.
The deal puts de Witte on Tudor’s “Born To Dare” roster, the ambassador campaign the brand launched in 2017 around people it presents as daring achievers. It is a commercial partnership; Tudor has not disclosed its terms or length.
Tudor’s announcement leans on her record. It describes her as “the biggest name in techno” and lists a series of firsts it attributes to her: the first female techno artist to close Tomorrowland’s main stage, the first female headliner in the 23-year history of Detroit’s Movement festival, and the first techno DJ on the main stage at Ultra Music Festival in Miami. Those are Tudor’s descriptions and BEZ has not checked each one independently. The release also notes that she began her career under the alias Raving George, which Tudor says she used to break gender barriers in techno, and that she runs the labels KNTXT and Epoque.
One claim does check out. Tudor says she has been named DJ Mag’s World’s No. 1 Techno DJ for seven consecutive years, and DJ Mag confirms that she kept the title for a seventh straight year in its 2026 Top 100 DJs poll, announced on October 6, when she also rose to No. 6 overall.
Techno and the luxury economy
A Rolex-family brand signing a techno DJ says something about where the genre’s biggest names now sit. Watch and fashion houses have long courted sports stars, actors and pop musicians; de Witte’s arrival on that kind of roster reflects the scale her audience has reached, from festival main stages to the Las Vegas Sphere, which Tudor lists among the venues she has played.
She is not the only one doing brand deals this week. Mochakk’s new single with Channel Tres, released on October 16, carries a “courtesy of Bose Records” credit as part of a partnership with the audio brand. For artists, such deals bring income and visibility beyond the club world. The questions for fans are the familiar ones: what is being promoted, and how visible is the sponsor in the music and the shows.
Tudor’s full announcement, including the campaign images, is available via PR Newswire.
