Editor's Picks
The Celebrity Brand Ambassadors of Tudor
If you’re a micro-brand specialising in hyper-complicated traditional watchmaking and your ambassador of choice is a reality-TV D-lister best known for partying, then I think we can all agree to ixnay on the onsorship-spay eal-day. That’s just common sense.
The main arguments against celebrity ambassadors seem to be as follows:
“No one has ever walked into a shop and bought a watch just because they saw it on a celebrity’s wrist.”
Let’s not say “no one” ever did that, because I’m pretty sure that some people actually do buy stuff based on what celebrities wear. Maybe not a high percentage of people, but that’s not really the point. A celebrity ambassadorship isn’t a sales tactic. Associating your brand with a well-known personality serves to expand the universe of the brand, finding equivalent levels of excellence and mutual values in someone who connects with your audience.
“People who buy your watch just because someone famous wore it, are those the customers you really want to have?”
Unless you believe that people are unable to evolve in their understanding of a brand, unless you think that it’s impossible for someone to buy a watch for one reason and then grow to love it for another — why not?
Someone who follows a celebrity ambassador and decides to buy the associated watch — because the celebrity is someone they trust, whose values and tastes they wish to emulate — why is that not a customer worth having?
“I don’t think this celebrity is good enough for this brand, I think this association detracts from the value of the watch, and I no longer appreciate this brand the way I used to.”
This, my friends, is called snobbery. Don’t be that person. Unless the celebrity in question has committed crimes against humanity, of course.
I have to say I really appreciate all the ambassadors that Tudor have brought on board in the last year or so — the ones that I’m familiar with, of course. David Beckham, Lady Gaga, Jay Chou.
Beckham’s professional footballing career is more or less done, but his legacy stands, and right now his focus is more on advocating for the various causes he’s passionate about, helping disadvantaged youths in his work with UNICEF and his own charitable trust.
It’s this aspect of all three Tudor ambassadors that really convinced me that the partnership was more than just a paid deal to put watches on famous wrists. Tudor, with their Born To Dare campaign, have put themselves firmly on the side of those who want to break off from the mainstream and carve out new legacies. Their role as the gateway brand to Swiss mechanical watchmaking for younger audiences places them in the position to induct new members to a community that desperately needs new intake in order to sustain itself.
In a way, it’s brands like Tudor, with youth-oriented strategies and impactful ambassador outreach, that will ensure the longevity of the watch community and the continuous flourishing of a robust appreciation of mechanical watchmaking.