Testimonial, brand ambassador, friend of the brand. These definitions all refer to the same activity: pairing an influential personality with a brand, in order to promote it. The type of collaboration may include the use of the celebrity's image in an advertising campaign, but not necessarily. In some cases they are only asked to show off the brand on public occasions.
I always thought that the juxtaposition of a product with a celebrity served as a boost to the sale of the product itself, tickling the potential customer's spirit of emulation. Apparently, however, I was wrong. The real purpose would seem to be to convey the brand image and thus increase what is called 'brand awareness'.
This communication strategy, imported from the world of fashion, is today employed by numerous watch brands, with the aim of making the brand known outside the 'restricted' world of connoisseurs. It is successfully used by companies with a production of more than several hundred thousand watches a year, such as TAG Heuer, Breitling, Longines, Omega. But now its use is also expanding to haute horlogerie manufacturers.
And the enthusiasts? What do they think? What effect does it have on a connaisseur to see a fine complicated piece on the wrist of the star of the day? Does he perceive it as an added value or does it make him feel robbed of what he would like to be his (and his alone) prerogative, i.e. to be a brand ambassador himself?
True luxury is whispered. Exclusivity belongs to objects that not everyone knows, but that only a true connoisseur and lover of beauty can make you appreciate. And in this rarefied and emotional world, word of mouth has so far been the most effective and valuable means of communication. Especially in a sector like haute horlogerie, with its low production volumes, proportionate to the size of an elitist public.
Yet, professionals and marketing scholars cannot be wrong.
And you, what do you think?
