Association with celebrities and public figures is arguably one of the most influential and captivating go-to marketing strategies for most brands. With the goal of holistic growth in brand awareness, reaching more consumers and creating more relatable content. This is done through individuals whose personalities / persona resonate with the brand as a whole and their target audience. Since buyers are kings of the market, tapping into an individual's aspirations, traits, and fandom seems like an effective strategy, thus making it crucial for the brand to select someone reflecting its "storytelling". Being able to establish such impactful relations where you think of Omega, you think of James Bond, makes it iconic for both the ambassador and the brand. Let’s explore some of the recent public figure associations for some of the luxury watch brands and see if “ IT FIT’S”.
CARTIER AND DEEPIKA PADUKONE
Reigning queen of Bollywood, Deepika Padukone is the epitome of beauty and grace, royalty and elegance and the first ever Indian ambassador for globally renowned Maison Cartier. Deepika embodies Cartier’s spirit and values of creativity, freedom, excellence and timelessness. This association symbolizes the fusion of luxury and glamour, resulting in the star's rise to global stardom and the brand’s expansion into the aspirational consumers of the Asian community. In our opinion, it's a perfect fit.
IWC AND LEWIS HAMILTON
IWC Schaffhausen and Lewis Hamilton have a successful coalition since 2013, symbolic of the brand's fine engineering, technological innovation, watchmaking excellence and a unique flair. Lewis Hamilton, a remarkable athlete in the race-car driving sport is well known as the "driver of the fastest cars" and also modeled as the "driver of change" due to his active participation in increasing awareness of social injustices using his talent and influence. The IWC ambassador has been featured in many of the brand's campaigns underscoring the unique status of both himself and the brand. Lewis also worked with IWC to develop a variety of limited edition timepieces, such as the Big Pilot's Watch Perpetual Calendar "Lewis Hamilton" Edition. There is no doubt that IWC has carved out a niche among contemporary watchmakers. As far as its associations are concerned, it certainly stands out.
BREITLING AND BRAD PITT
We tried, but couldn't come across anybody who didn't know Brad Pitt. When Breitling announced Brad Pitt as a member of their Hollywood squad, it was not easy to guess who chose who given the actor’s sincere passion for timepieces. However, together Breitling and Brad Pitt have succeeded in drawing attention to the brand's aviation roots, innovative technology, and signature aesthetic. Brad Pitt has given so many spectacular performances and through this association has only helped to further emphasize the importance of adventure, performance and Breitling’s dedication to environmental sustainability. More recently, Brad Pitt was spotted wearing Breitling AVI Ref.765 1953 Re-Edition in the movie “Bullet Train” , symbolic of his character in the movie: fierce, powerful and resilient. Together with Adam Driver and Charlize Theron, he leads Breitling’s “Cinema Squad”.
JAEGER-LECOULTRE AND ANYA TAYLOR - JOY
Anya Taylor - Joy, star of the Netflix hit “The Queen's Gambit” formed a natural collaboration with Jaeger-LeCoultre because of her family’s history with Polo and her interest and passion for watchmaking. She personifies the ideals and aesthetics of JLC watches with her ethereal beauty, sensitivity, talent, and hardworking ethics embodying the brand’s timeless elegance and values.
OMEGA AND DANIEL CRAIG
Daniel Craig who reprises his role as James Bond has had a long-standing association with Omega. Daniel has consistently dedicated himself to the brand's values and beliefs. He has not only sported the brand’s timepieces on-screen and at public events but also prefers an Omega during his personal time. He is well-dressed, articulate, and charming. He is not above resorting to dishonorable means if it means completing the task at hand. Daniel Craig was also recently welcomed at the inauguration of the OMEGA factory in Villeret, Switzerland and was given a guided tour of the factory and its assembly line. His passion, understanding and love for the brand along with his interest in the brand's social causes is what fuels this partnership.
ULYSSE NARDIN AND SIDDHANT CHATURVEDI
Siddhant Chaturvedi is a role model for today's youth; the GenZ's and Millennials as we know them. He's charismatic, full of life, and eager to take on the world. Young Indians look up to him, so he and Ulysse Nardin are off to an excellent start as partners. Ulysse Nardin and Siddhant Chaturvedi are both risk-takers who value artistic craftsmanship and an adventurous spirit. Siddharth mentioned in one of his interviews that he is most comfortable in clothes and accessories that don't restrict movement allowing him to express his individuality. Ulysse Nardin embodies that comfort in an artistic, futuristic form in spades.
There is no doubt that these partnerships are taking over the world. What fits and does not fit with consumers is up to them. However, we aspire to "Be" and are completely inspired by what we see.