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Jay Chou Launches the Tudor Royal by Directing the Commercial Himself

Jay Chou Launches the Tudor Royal by Directing the Commercial Himself

Jay Chou Launches the Tudor Royal collection
We had previously covered the Tudor Black Bay back when it was quietly launched to a handful of SEA countries namely China, Hong Kong, Taiwan and Philippines, but today we are proud to announce that after much discussion, the new Tudor Royal collection will be making its way to Singapore.

Jay Chou, the Taiwanese singer, songwriter had long been emblematic in Asia for Tudor’s “Born To Dare” values and in directing his first watch commercial, Chou told the emcee Joe Tsoi that having never directed a luxury brand production before, he lacked the confidence to pull it off.

“In the entertainment circle, I am ambitious. I even want to be a host, that’s why I initially wanted to host my show today. I hosted the J-Style Trip and it was a “Born To Dare” moment. It’s not easy to do a live-action show. I had to travel to so many places around the world and there was the language barrier. I could only communicate with magic and music, and that represented the natural daring spirit of mine.”

“Since I’m still able to fight, I hope to shoot some action scenes, because in 20 years, I’ll be more than 60 years old. I think we must make the best of the situation, shoot at our maximum capabilites or maybe I’ll do more directing and action by myself.” – Jay Chou on his next 20 years, living the maxim of Born To Dare.

For over two decades, the “King of Asian Pop” has pushed boundaries around the world. Time and time again throughout his career, he has shown his drive and willingness to take on the unknown, ventured into the unseen and dared to take on the challenges he was presented with.

Both starring in and directing the commercial for the new Tudor Royal line, Chou acquired his first directing experience in 2004 through his music videos and eventually, he took on the responsibility for the storyboard, directing and editing of his own music videos.

While music videos are rarely the subject of critical review, famed director Zhang Yimou once said that Chou’s directing abilities may surpass his own in the future, after viewing several of Chou’s music videos. Hence his directorial debut for an international brand like Tudor, was remarkably polished for a first timer.

How is the Tudor Black Bay commercial different from the videos you’ve shot in the past?
In the past, MVs used to be more spontaneous in making but this is the first time I directed and acted in an international commercial.

I needed to be more cautious, as we wanted to satisfy our clients. This is different from my previous videos where the director has the right to decide everything.

Just like when you write songs, you have the full play of creativity?
Yeah. And because the customer are foreigners, we wanted them to understand the concept.

You are wearing the Tudor Royal 41mm with a blue sunray dial — the perfect combination of superior performance and exquisite style — could you share with us your thoughts on the watch?

Just like the commercial, I wanted to express the idea of the product being both static and active; to play the piano and to fight.

The key point of the Tudor Royal commercial was for the watch to be the epitome of balance, elegance and versatility.


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Daddy in da house🎹🎶 @hannah_quinlivan

A post shared by Jay Chou 周杰倫 (@jaychou) on

You are well versed in both art and martial arts. What is the concept development, idea generation and creativity of this commercial?
Honestly, I thought a lot about it and edited a lot of the sequences — whether to play the piano or to fight first. And in a scene, I ordered a drink and started fighting without any reason.

MOJITO was made to promote my song. It’s also been a long time since my last action scene and I felt it was nice to fight because it reminded me of The Green Hornet. Also, wearing black again reminds me of that time. I really couldn’t be defeated by my age.

What does the #BornToDare declaration mean to you?
It’s about having the courage to break through, to persevere even if you fail — this is what I did in the past.

What is the ingenuity of the first watch commercial you’ve directed?
The ticking sound was heard by everyone and the soundtrack of the commercial found its way to my previous music composition teacher.

I told him what elements I wanted to be present and how to incorporate the sound of ticking into it because the fight was going on in front of me.

I remember the scene stopped at this position. I did a fighting position in front of my enemy and I had “time stop” when I looked at the watch during the fight to show the product.

It was an ingenious idea and I was afraid that the client may not understand it because that’s the only time you’re going to show the watch during the fight itself.

This story about Jay Chou and the Tudor Royal first appeared on Luxuo.