For all the glossy advertising and the multi-million dollar booths at Watches and Wonders, the biggest boosts to a watch brand’s image can come free of charge from popular culture.
Under the headline “Shakira breaks the internet with Gerard Pique revenge ‘diss track’” (in this case from The Telegraph, but the story is splashed across every newspaper and seemingly everybody’s social media feed), it is reported that Colombian pop sensation has hit the top of global download charts for a song about her cheating ex-boyfriend — football superstar Gerard Pique.
Mr Pique left the Latino superstar for Clara Chia, a 23-year-old public relations executive, leading her to write the Spanish lyrics to the ultimate revenge track ‘Out of Your League’, in which she describes her self as a Ferrari and Ms Chia as a Renault Twingo.
To add insult to injury, Mr Pique’s new beau is then likened to a Casio to Shakira’s Rolex.
“I’m worth two 22-year-olds. You traded a Ferrari for a Twingo. You traded a Rolex for a Casio,” the lyrics, translated into English, taunt.
Predictably, Mr Pique has not taken the insults to his girlfriend lying down, and has done Casio a favour in the process.
On a recent television appearance to promote a football tournament, he posed with a Casio watch, and proclaimed: “This watch will last a lifetime”.