Opinion
Star-Struck
Opinion
Star-Struck
For the brands that pursue the famous, nothing beats getting those stars to attend meet-and-greet sessions with easily-flattered clients or even allegedly-jaded hacks. The latter quickly lose their composure in the presence of sport or pop culture gods. Over the years, my sleeve has been tugged countless times by fellow scribes, to the exclamations of: “Hey, isn’t that Arnie/Gigi/Orlando/Kate/Roger?”
Forgive any taint of cynicism, because I really do get it. And yet…I wonder if ambassadors actually sell watches. I have stated before the instant response whenever I ask about this, e.g. “Has anyone ever bought a watch because George/Cara wore it?” The exasperated PR or CEO always says the same thing: by placing watches on famous wrists, they get coverage in the glossy magazines which would otherwise be more preoccupied with the notables’ attire.
This is the time of year when the machinery is cranked up to 11: awards season, culminating in the Oscars. I stopped counting the press releases from brands which used the Golden Globe and Screen Actors Guild Award ceremonies as billboards. I only hope that Breguet was sharp enough to strap a discreet Classique on Gary Oldman’s wrist, who – at the time of writing – is sweeping the board with his astounding performance as Winston Churchill in Darkest Hour.
So deeply entrenched in the watch industry is the ambassadors shtick that it takes either a brave or a supremely successful brand to eschew completely associations with the famous. Conversely, there are brands which don’t actually need ambassadors, but who continue to support them. Whether a habit or an addiction, the best-ever watch endorsements are those which happen independent of the companies’ promotion departments.
You know the roll-call: Steve McQueen’s Rolex Submariner and his Heuer Monaco, which – though pitched by the brand – was favoured by real racing drivers. Rudolph Valentino and the Cartier Tank he insisted on wearing in his final film. John Lennon’s Patek Philippe. Elvis Presley’s Hamilton Ventura and Rolex King Midas. Buddy Holly’s Omega. Anything to do with NASA. And the ultimate benediction: Paul Newman’s, er, Paul Newman. These pairings were unsolicited and those who care about authenticity know this.
Rolex is a perfect example of ensuring that those it reveals as owners of their watches are admirable achievers. Federer? Clapton? Kiri te Kanawa? We are talking AAA-list. Breguet is even more blessed in its unpaid-for name-dropping: Napoleon, Ettore Bugatti, Churchill. And Patek Philippe? Miles Davis, Ella Fitzgerald and Duke Ellington are enough to convince me of the brand’s absolute respectability.
In the post-Harvey Weinstein era, much could change vis-à-vis distaff ambassadors. I anticipate fewer CEOs being photographed with their hands on starlets’ tushies than in the past: I am sure the #MeToo movement will ensure that anything even remotely tacky or cheesecake-y will be frowned upon. Which is actually a clarion call to the entire watch industry which it probably didn’t need.