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EditorsSep 27, 2007
It’s about time
The similarities between a Swiss-made timepiece and a Wimbledon champion or PGA Tour winner is excellence in performance, a concept that can be easily conveyed in an ad campaign. So why are watchmakers, who typically pursue endorsement deals with star...
The similarities between a Swiss-made timepiece and a Wimbledon champion or PGA Tour winner is excellence in performance, a concept that can be easily conveyed in an ad campaign. So why are watchmakers, who typically pursue endorsement deals with star athletes, now placing Hollywood heavy hitters in their ads?
With E! Online, Access Hollywood and Us Weekly inundating consumers with celebrity news, actors and singers have more recognition and likeability than ever before. Not to mention, the outlandish tales of A-listers' decadent lifestyles place the products they advertise even more in the spotlight.
After all, who doesn't imagine her caviar-conditioned hair blowing in the wind on a 2.2-acre Bermuda estate similar to the one Catherine Zeta-Jones calls home? Luxury jeweler DiModolo hopes we all see ourselves living as lavishly as Zeta-Jones now that she is the new face of its six-year-old brand, which will launch its first timepiece collection on Oct. 4, according to Women's Wear Daily.
The article on WWD.com also reports that Swiss watchmaker Omega has placed its global ambassador Nicole Kidman in the brand's U.S. ads for the first time. She'll appear on billboards and in the November issues of Vanity Fair, W and Gourmet wearing the Omega De Ville co-axial chronograph.
Now that the list of campaign faces for luxury watch brands reads like a "Who's Who in Hollywood," there's less guesswork behind the models in the ads. You probably just saw one in this summer's box office smash or recently saw another headed to jail for his second DUI. Don't worry Baume & Mercier; Kiefer Sutherland's indiscretion won't change the fact that men around the world long to emulate the attitude and style of 24's Jack Bauer.
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