Do Celebrity Ambassadors Help Sell Watches?
pingtsai
Do You Think Celebrity Ambassadors Help Sell Watches?
This is a question I've often pondered. Large brands can have marketing budgets in the seven figures. There is no doubt that a large portion of the expenses is designated to the cost of using a celebrity’s likeness and name to promote the brand’s watches. Ultimately this cost is passed down to the consumer and worked into the price tag.
An Audemars Piguet Royal Oak Offshore Chronograph can be double or triple the price of other luxury watches with similar functions. Whether or not it is worth the premium price is debatable and depends on the individual.
Do they carry such high price tags because of all the marketing they do? Would their watches cost less if they weren’t photographed on the wrists of LeBron James or Michael Schumacher? What if we told AP, “It’s ok. We don’t care about these celebrities. Just give us a better price.” Or do these ambassadors help raise the prestige and exclusivity of the brand and as a result, the demand as well?
As LeBron dribbles his way to another championship, there is no doubt that AP couldn't be happier. Surely the magic of winning will somehow rub off from the sport's star player to the watch he is wearing when he delivers his post-game press conferences.
From past experience, I find that many serious watch collectors, or “PuristS”, tend to be turned off by the idea of a particular watch or brand being promoted by a famous person. The numerous launches of celebrity named Limited Editions has become so common that the watches themselves have lost some of their appeal.
In the past, athletes got their own shoe to signify super-star athlete status. Nowadays it seems that a limited edition watch deal could be enough. Of course, said super-star athletes had better be wearing their personally named watches when they win their next title. Perhaps there are incentives for finishing at the top and bonuses if you wear the watch while doing it. Anything is possible.
Back to the original question of whether or not stars help sell more watches. For certain groups of people, the answer is probably yes. Many people in the general public are not aware of luxury watch brands outside of Rolex. But they do know the faces of their favorite athletes and actors. So if they see an ad in a magazine or walking through the airport with LeBron, Dwayne Wade, Leonardo DiCaprio or Naomi Watts, they are more likely to take notice of it and the watches they are wearing.
When a brand launches a new watch, using a famous face to introduce it can initiate more buzz and recognition. For instance Bulgari chose Naomi Watts to represent their new LVCEA watch this year and as a result the brand received more exposure on a global scale. She is the newest female ambassador of the brand and Bulgari perfectly coordinated the launch with “awards season” in Hollywood where she was photographed at numerous events donning Bulgari jewels and watches. Seeing the pieces in their natural and glamorous environment on a beautiful actress definitely raised their appeal to prospective buyers as opposed to just seeing them in a display case.
In certain markets, I believe ambassadors can increase sales. However for true “PuristS”, it’s a bit of a hard sell, a sugar-coated treat fed to a group who prefers the taste of raw meat. Not only can they pick apart the individual nuances in a particular watch, they can appreciate them as well even if they don’t personally care for them. For serious collectors, whatever the watch is in its true essence, that is enough to garner the attention it needs. Remarkably, it will sell itself. Notorious models with bleached white smiles, although pleasant to look at, are far from necessary.
How do you feel? Do you think celebrity ambassadors can affect your purchasing decisions when it comes to buying a watch?
This message has been edited by pingtsai on 2014-05-25 16:38:01
Comments:
れい May 25th, 2014-19:18
IMHO celebrities do help the sales of watches in a big way At least, it helps with the brand recognition. Do they affect my decision in buying my watches? Certainly not :)
pingtsai May 26th, 2014-22:06
What about when everyone already knows the brand? I'd agree with brand recognition. What about when everyone already knows the brand like Rolex and Roger Federer?
ingmar May 25th, 2014-19:37
If it's not ambassadors... ... It's something else. Lange just finished up a Lake Como Mazarati showcase, JLC just highlighted their polo connection.. I don't know if ambassadors help sell watches but they give the marketing department something to play with. I'd say Richard Mille ...
patrick_y May 26th, 2014-12:11
Well said. In marketing lingo, Richard Mille's celebrity endorsements could be considered to be a "qualitative" one. These celebrities endorse the product stating it is able to stand the rigors of tennis and motor racing. This is a physical strain on the movement si...
pingtsai May 26th, 2014-22:11
Thank you for your comments :) Very good point that Richard Mille puts a lot of thought into his watch's ability relative to the ambassador. It attests to the comfort level of his watches even when swinging a racket or a club.
Echi May 25th, 2014-19:51
Most effective when an ambassador... possess the qualities that are important to the brand. i think it's best when they do institutional ads rather than pairing off particular watches with celebs. i like those LV ads where they had Sean Connery and Angelina Jolie or the Coppollas, for exampl...
pingtsai May 26th, 2014-22:19
Falling for an ad isn't necessarily a bad thing... ...that's what they are designed to do, get your attention. I like those LV ads too. They seemed timeless and unexpected. Although they made me feel like I wanted to go on a safari more than buy the bag, lol.
Spellbound May 25th, 2014-20:04
Thought provoking post And very well written. I suspect there are people who would buy a watch because some famous actor wore it in an ad. I have no issue with this as it serves a purpose of advertising and draws attention to a product that one might not have noticed. Is it a f...
pingtsai May 26th, 2014-22:29
Sometimes I do question brand selections for certain ambassadors so I don't think they always get it right. But you are right, as said in a previous comment...when brands make the ambassadors relative to the function of the watch, then it makes complete sense. Thanks for your comments.
BABKA May 25th, 2014-21:10
It certainly does little for me. However, for many people who admire the sports and music industries it makes a world of difference whose name is attached to a particular model. In the pre-owned market, I am more inclined to buy a watch from a person who's personality, outlook on life, s...
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