Beginning in the winter of 2022, Italian tennis star Matteo Berrettini extended what is a long-running partnership with BOSS to the brand’s watches and jewellery category.
He was introduced as a Global Brand Ambassador for BOSS, both on and off the court, in January of last year and is now starring in the new Spring/Summer 2023 watches and jewellery campaign, as well as courtside wearing pieces from the new collection.
Reflecting on his work, he explained: “I have always been a fan of BOSS and it’s an honour to collaborate with such a powerhouse fashion brand — one that is at the top of its game when it comes to style and technical expertise”.
The partnership follows the category’s Fall/Winter 2022 campaign featuring Matteo alongside #1 TikT-Tok star Khaby Lame as the face of men’s watches and jewellery, and Alica Schmidt for ladies’ watches and jewellery.
Berrettini climbed the ranks of professional tennis at only 26 years of age, he has more than 100 tour-level match wins, as well as 7 ATP Tour singles titles. He is the only Italian player ever to reach the final of Wimbledon and is nicknamed ‘The Hammer’ due to his playing style.
The growth of the partnership comes around a year after HUGO BOSS and Movado Group in the UK renewed their license agreement through to the end of 2026. It includes BOSS Watches & Jewellery and HUGO Watches for men and women.
With Efraim Grinberg, Chairman and CEO of Movado Group stating “We have partnered with HUGO BOSS for almost 20 years and are thrilled to continue our relationship with one of the most renowned and recognisable fashion houses.”
“The BOSS and HUGO brands have significantly contributed to Movado Group’s overall international growth. This partnership has proven to be successful for both companies and we look forward to continuing to design innovative and sustainable high-quality watches and jewellery for the HUGO BOSS brands as well as collaborating on world-class marketing programs in support of the collections.”
Highly successful global advertising and social media campaigns have flanked this partnership. Last years star-studded #BeYourOwnBoss and #HowDoYouHUGO campaigns featured watches and jewellery from the BOSS & HUGO collections. The two global campaigns gained coverage of 1.9 billion impressions and 75 million engagements across social media in 1 day — a record-breaking result for the company so far.
Spring/Summer 2023 builds on a momentous year with a celebrity endorsed campaign that explores what it takes to become a BOSS. The innovative campaign affirms that BOSSes are not born, they are made.
For BOSS Watches and Jewellery this is showcased by key talents Matteo Berrettini, German Athlete Alica Schmidt and Colombian Singer Maluma.
