Swiss brand Bedat & Co. has partnered with Puerto Rican pop star Jennifer Lopez, sponsoring her Dance Again tour, which kicked off last week in Hong Kong.
The brand and J.Lo will salsa the night away with a series of 30-second video showcases of Bedat timepieces to be run on a big screen in the lead up to Lopez’s performance.
The videos will feature watches from the brand’s No. 2, 3 and 8 collections.
The tour began on November 28, stopping off in Kuala Lumpur on December 2 and will end in Singapore tonight. Tickets to the concerts are said to have sold out in record time.
The brand is distributed in the UK by Nuval, which distributed TechnoMarine, Arnold & Son, Graham and Ball watches.