TUDOR is proud to be celebrating the spirit of its brand signature “Born To Dare” by joining forces with Sarah Hirini, captain of the Blacks Ferns 7s team and a true leader in women’s sport.

Since becoming one of New Zealand’s first contracted female rugby player in 2013, Hirini has enjoyed a glittering career that has seen her reach extraordinary heights in both codes of the sport. A fearless competitor, she has always pushed the boundaries of her sport and will continue to do so in 2022 where she aims to compete at both Rugby World Cup 7s and Rugby World Cup 2021. Away from the rugby field Sarah pursues her passion of inspiring young people to excel as she works tirelessly to support the next generation.

An exciting future lies ahead for the Black Ferns XVs and 7s teams, who comprise of New Zealand’s premier elite female players. The next 18 months will see the teams competing on the world stage in both formats of rugby as they continue on their journey to greatness.

TUDOR proudly partners with World Rugby and New Zealand Rugby through the All Blacks and Black Ferns XVs and 7s teams. Sharing many of the values that sit at the heart of rugby, TUDOR truly understands the uncompromising spirit and bold nature of the sport. TUDOR has set the benchmark for innovative watchmaking since its inception and this is an approach shared by the teams and individuals TUDOR is in partnership with.

As rugby continues to grow globally, with 2.7millions women and girls now playing the sport, TUDOR will be celebrating the daring nature of the world’s best female players, highlighting the dedication and commitment that allows them to prosper both on and off the field of play. The insights into the lives of these incredible athletes as they boldly push the limits to achieve the extraordinary, will serve to inspire the next generation to pick up a rugby ball and ignite their passion for this great sport.


In September 2022, all eyes turn to the picturesque city of Cape Town which will host the fourth edition of Rugby World Cup 7s. Here the Blacks Ferns 7s team defend the trophy they won four years ago in San Francisco as they battle the world’s best players across three days of exciting competition against fifteen other nations. With fewer players on a full-size rugby pitch, the sport of Rugby Sevens allows players to display their daring spirit, thirst for adventure and supreme levels of skill and speed.

A month later Rugby World Cup 2021, delayed by a year until 2022, will be played for the first time in New Zealand and the Black Ferns will draw on their heritage as they look to triumph for an unprecedented sixth time. With fifteen players gracing the field for each team in rugby’s traditional format, you will see greater power and structure on display. Not only will this event showcase the world’s best players but it will also serve as a celebration of how the popularity of rugby has grown amongst the female audience, as they inspire the next generation of players.


The Black Ferns are New Zealand’s senior women’s rugby team and the most dominant team in women’s rugby with Women’s Rugby World Cup titles in 1998, 2002 2006, 2010 and 2017. They have one of the best winning percentages in international rugby, with victory in close to 90 percent of their Tests. The Black Ferns successful 2017 season was a landmark one for women’s rugby with the Black Ferns becoming the first women’s team to ever be named the World Rugby Team of the Year.

A New Zealand women’s selection first took the field in 1989 and competed at the 1991 Women’s Rugby World Cup. The Black Ferns have competed in the inaugural Super Series competition in San Diego. The competition is played between the top five ranked teams in the world which includes England, Canada, France and the USA.


Sarah Hirini, who is of Ngāti Kahungunu (Māori iwi) descent, is passionate about inspiring young people to excel. She’s an advocate for women’s rugby and the growth of women’s sport. She has a Bachelor of Arts degree, is a player representative on the NZ Rugby Players Association Board, is an avid surfer and loves getting outdoors with husband Conor and their dog Booker. Sarah is one of the most well-respected and feared players in International rugby. As captain of the Black Ferns sevens team, she has built a reputation as an outstanding leader, hard-working forward and humble character. Since becoming one of the first New Zealand Rugby contracted professional female players in 2013, Sarah’s career has gone from strength to strength, resulting in numerous accolades and bulging trophy cabinet.

Sarah led New Zealand to the silver medal at the 2016 Rio Olympics, beginning a remarkable run of success. She briefly switched to 15s in 2017 and played a key role in New Zealand winning the World Cup in Ireland, before guiding the Black Ferns sevens to an outstanding double – the gold medal at the 2018 Gold Coast Commonwealth Games and the Sevens World Cup in San Francisco just three months later. In 2019, she became the first player on the women’s World Sevens Series to play 200 matches and was the first woman to win the Tom French Memorial Māori player of the year at the New Zealand Rugby awards. Sarah’s standing at the top of the game has also been recognised as four time nominee for World Rugby’s sevens player of the year. Sarah was appointed a Member of the New Zealand Order of Merit for services to rugby, in the 2019 Queen’s Birthday Honours.


TUDOR’s #BornToDare Campaign message is one that reflects the brands history but also what it stands for today. It is a message that resonates with the spirit of rugby, and the brands position within the sport. The message echoes the adventures of individuals and teams that have achieved the extraordinary within rugby, just like those individuals that have achieved the extraordinary on land, ice, air and underwater; with a TUDOR watch on their wrist. On the rugby pitch, TUDOR ambassadors such as Beauden Barrett and the All Blacks embody the fearless approach to life, an uncompromising pursuit of the extraordinary and the benchmark of innovation. These partnerships help take TUDOR’s #BornToDare message to new audiences.


TUDOR is an award-winning Swiss-made watch brand, offering mechanical watches with refined aesthetics, proven reliability and unique value for money. The origins of TUDOR date back to 1926, when “The Tudor” was first registered as a brand on behalf of the founder of Rolex, Hans Wilsdorf. He created the Montres TUDOR SA Company in 1946 to offer watches with the quality and dependability of a Rolex, at a more affordable price point. Because of their robustness and affordability, throughout their history TUDOR watches have been chosen by the boldest adventurers on land, underwater and on ice. Today, the TUDOR collection includes emblematic models such as Black Bay, Pelagos, 1926 and Royal. Since 2015, TUDOR has also offered mechanical manufacture movements with multiple functions and superior performance.

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