The Pro View
To Be Successful in the 21st Century a Watch Company Must Have Brand Ambassadors in the Public Domain.
I would say that ambassadors are incredibly important because they act as a bridge between product and potential customers–personifying the values of a company and making it easier for people to identify themselves with a brand. It’s good to have a reference in a living person, as it is human nature for people–especially younger people–to look to their heroes and want to be like them.
I would say that the most important thing is that when choosing an ambassador you have to make sure that they are right for the brand. Our ambassadors are always Hublot buyers and wearers before we approach them. It is important that the company has already touched them, that they understand it. If somebody is not into the brand, or even watches, then how can they represent us? How can they possibly transmit our values through their personality if they do not understand them?
There needs to be good alchemy–matching values, matching spirits and they must genuinely like your product. Just taking a person and paying to use their image commercially simply won’t work. Our ambassadors must first have great passion for what they are doing in their own world, secondly they must be successful, because that enables us to believe in the person, they must have a family spirit and be hard working. These are the values that our brand wants to transmit.
At Hublot we always get to know someone, we talk, interact and have experiences together. Only at that point do we start to think that someone could be a good ambassador. There is no scientific approach to “finding” someone and they must be linked to the worlds that we already sponsor. For example in football we look beyond the current players to legends like Pelé – he has won everything, he is timeless and an icon of the sport.