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Which Luxury Watch Company Has the Hottest Brand Spokespeople?
Any brand that sells any product will do better if it has a famous face behind it. Granted, if you’re famous, then one will only partner with brands that are respected, known, and can afford to pay well for the rights to put a famous face next to what’s being sold, whether it’s water (Jennifer Aniston for SmartWater ), shoes (all of which have been endorsed by Nike at one point or another), and in this case, luxury watches.
Luxury watch brands have all the qualities that put them in a position to pay (usually) millions of dollars that they do to all kinds of celebrities. These qualities include a solid reputation, a rich history (almost every one comes from Switzerland or some other European country) and the use of high-quality and exclusive precious metals and stones, all of which result in the production of something that can cost hundreds of thousands of dollars: a luxury men’s watch or luxury women’s watch.
Here’s a look at four watch brands that have celebrity spokespeople of all kinds. Some you will know immediately, some you may know the face but not the name, and some you may not know at all. Who is the hottest? Which luxury watch brand has the best group of spokespeople? You decide.
I would say that every Movad ambassador is well known. Movado watches are sleek and elegant, and they can also be sporty (hence the last three male ambassadors mentioned here).
actress Kerry Washington; you may not know her name immediately, but you will recognize her face immediately. She is best known for her performance in the film “Rai” which was released in 2004 and signed a contract with Movado in 2005.
Actress and former child model Amanda Seyfried (her name may not be familiar, but as soon as you see her face, you say “oh yeah!”) is the youngest of Movado’s ambassadors. She appeared in the films “Maama Mia!” and “Mean Girls” and stars in the HBO series “Big Love” this season.
Mikhail Baryshnikov, the name needs little introduction; he is one of the most talented dancers of all time and has been a Movado ambassador since 2004.
Grammy-winning jazz trumpeter Wynton Marsalis is Movado’s longest-serving spokesperson, having been with the brand since 1998.
Now come the athletes: tennis superstar Pete Sampras, baseball player Derek Jeter and football KB Tom Brady are Movado spokespeople representing the brand’s more athletic collections like the Movado Series 800, as well as its luxury men’s collections like the ESK.
Half of the Omega Ambassadors need no introduction as they are big stars in their fields. Cindy Crawford, Nicole Kidman, George Clooney, Michael Phelps, James Bond and Michael Schumacher all “work” for Omega in addition to their “day jobs”. Lesser known ambassadors (at least in the US) are Chinese actress Zhang Ziyi, Indian actor Abhishek Bachchan and Russian swimmer Alexander Popov. However, the power these spokespeople have is that they are super famous in their countries of origin and more and more luxury watch brands are closing their boutiques in the US and Europe and heading to places like Asia, the Middle East and Russia.
TAG Heuer is similar to Omega in that it has internationally known stars promoting its brand, mixed with men and women particularly famous in their own countries. TAG recently opened its eighth store in the Middle East and is clearly focusing on growth in this part of the world, so it should be adding a familiar Arab face to its roster soon.
Tiger Woods, Maria Sharapova and Leonardo DiCaprio are mega stars. Other TAG ambassadors include Finnish racing car drivers Heikki Kovalainen and Kimi Raikkonen, and Indian actor Shah Rukh Khan. Longines is another Swiss luxury watch brand whose motto is “elegance is an attitude”, so its spokespersons are called Ambassadors of Elegance.
Longines has two of the most recognized (not to mention married to each other) tennis personalities ever: Andre Agassi and Steffi Graf, but there are also several lesser known (much lesser known) ambassadors, among them Lithuanian actress Ingeborga Dapkunaita, Aaron Kwok Fu Shing, who is known as the “Michael Jackson of Hong Kong” and the Indian beauty Aishwarya Rai Bachchan, who won the title of “Miss World” in 1994 and has been the ambassador of Longines for 10 years.
The strategy of having both super-famous and lesser-known (in the US) spokespeople is a marketing concept that has worked well for the luxury watch business. As for which of these spokespeople is the hottest, it depends on your personal taste.
Copyright (c) 2009 Chandra L Coleman
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