It doesn’t matter if watches cost $100 or $100,000, brands all seem to need a famous face to tell their story.
The fame and fortune of celebrities has risen and fallen for centuries, and working with a famous face at just the right moment can capture the attention of the right customers with a simple post on Instagram.
Of course, the stars need to be properly aligned with the brand values of the watchmaker and, ideally, make an emotional connection between seller and potential clients.
Which have the potential to cut through in the cut-throat world of social media, streaming services and global sports events? Watchpro ran the rule over some of the current brand ambassadors to see whether their faces fit.
Benedict Cumberbatch for Jaeger-LeCoultre
Self-confessed watch geek Benedict Cumberbatch has been a prominent ambassador for Jaeger-LeCoultre since 2018; the British actor’s unmistakable talent and elegance proving to be a perfect match for the Vallée de Joux watchmaker.
Not only has Benedict donned its watches on red carpets, Jaeger-LeCoultre has also become aligned with the characters he plays, such as the neurosurgeon-turned-magician Doctor Strange, who wears a Master Ultra Thin Perpetual watch in the film of the same name.
The latest fruit from this collaboration is Benedict’s campaign for the new Jaeger-LeCoultre Perpetual Calendar Ultra Thin, which is inspired by time and its relationship to the elements. Benedict has created a short video to promote the launch called In Perpetual Motion, in which Benedict explore lakes, forests and the skies, reflecting on the concepts of perpetual motion and the eternal cycles of nature.
Rather than simply posing with Jaeger-LeCoultre watches, Benedict has immersed himself in the world of the watchmaker, paying visits to its manufacture in Switzerland. This evolving collaboration between the maison and Benedict continues to extoll the style and sophistication both parties are known for.
Kate Winslet for Longines
Kate Winslet is one of Hollywood’s most famed actresses. Since making her big-screen debut at just 17 years old in Peter Jackson’s Heavenly Creatures, she has continued to dazzle audiences across the globe throughout an illustrious career spanning 20 years.
The British actress has held the title of Ambassador of Elegance for Longines since 2010, and has effortlessly lived up to her role in the partnership throughout the years. Her hands-on approach to her position has included a trip to Saint-Imier, where she observed the manufacturing and assembly process of what it takes to produce a Longines watch.
The visit inspired her to launch The Flagship Heritage by Kate Winslet, a line of five gold watches. Four of these were auctioned by the Gold Hat Foundation, an autism charity that Kate and Longines support. The other wristwatch Kate kept, and it remains one of her favourite watches from the Longines’ collections.
Zoë Kravitz for Omega
It takes a fearless and adventurous spirit to take on an iconic role like Catwoman, something Omega is no doubt hoping to tap into through new ambassador Zoë Kravitz. As of 2022, the Batman actress has now joined an illustrious group of women chosen to represent the brand, including Cindy Crawford and Nicole Kidman.
When it comes to women’s watches, brands have historically made the mistake of believing style should come before substance, but Zoë sees something different in her new brand partner. “Omega’s approach to women’s watchmaking is to create something perfect and precise; beautiful, for sure, but not just a pretty accessory,” she says. “That’s a great attitude and I’m proud to wear these beautiful timepieces”.
In her first campaign, Zoe wears Omega Constellation Quartz 28mm, and this will no doubt prove to be a partnership that will inspire a new generation of women to take a fresh look at Swiss watchmaking.
Naomi Osaka for TAG Heuer
A powerful figure both on the tennis court and in social justice and activism, Naomi Osaka has fast become one of the world’s leading athletes, and one of the most influential. She is that rare type of sports star that comes along and completely changes the game. As such, Naomi is probably the best person to epitomize TAG Heuer’s motto: ‘Don’t crack under pressure’.
Her latest collaboration with the Swiss watch brand is the limited-edition Aquaracer Professional 300 Naomi Osaka Edition. This watch brings together two of her big loves: tennis and nature. Adorned with her personal logo of a teddy bear holding a flower, the strap is made from 100% recyclable materials to reflect Naomi’s commitment to the planet. And, of course, the sporty timepiece is designed to withstand a serve as powerful as Naomi’s 125mph thunderbolt.
Mark Ronson for Audemars Piguet
Since the announcement of his partnership with Audemars Piguet early this year, DJ and producer Mark Ronson has been making some noise on behalf of the historic Swiss brand. The collaboration has created a perfect melody, bringing together Mark’s creativity and innovation and Audemars Piguet’s commitment to music, which includes its APxMusic Programme that has supported rising talents in the industry since 2019.
One of Mark’s first projects with the brand has been a project called Syncing Sounds. This brand new series, which you can find on Audemars Piguet’s website or YouTube channel, delves into his creative process and the unique magic of collaboration, which Mark describes as ‘creative alchemy’. The series features guests including Grammy winner Lucky Daye, and takes place in Mark’s studio where he recorded many of his hit records, including Back to Black by Amy Winehouse.
There is plenty of synergy to be found in this new partnership, with the creative processes of music making and horology seemingly intertwined. Mark says: “Being in AP’s factory, I really noticed this attention to detail and this combination of analogue instruments and soulful maestros who make watches. It is so similar to what we are doing in the studio with our heritage, in the sense of dedication and craft.”
Martin Scorsese for Rolex
Rolex has firmly aligned itself with cinema, and for a brand keen to be associated with the silver screen there seems no better collaboration to be had than with one of the industry’s greatest directors, Martin Scorcesse. With both director and watch brand known for their high-caliber production values, this is a legendary meeting of minds.
Martin, who is known to wear an 18ct white gold Rolex President Day-Date 40 with a blue dial and a stainless steel Rolex Submariner, has been involved with Rolex for many years. This includes joining the Rolex Mentor and Protégé programme in 2017, which pairs some of film’s rising stars with world-leading film industry experts.
Rolex, in turn, has supported a cause that Martin has dedicated much of his life to, the Film Foundation. This non-profit organization restores and preserves motion picture history. “We preserve because we can’t know where we’re going unless we know where we’ve been, can’t understand the future or the present until we have some sort of grappling with the past,” says Martin.
Klay Thompson for Tissot
Bursting back onto the scene after an achilles injury, basketball player Klay Thompson made his triumphant return to the NBA at the start of 2022. And with him, he has brought his partnership with the NBA’s Official Timekeeper, Tissot. It is a natural partnership; as any basketball fan knows it’s all to play for right up to the final nail-biting minute, and as one of the NBA’s top scorers, Kay knows the value of those final few milliseconds.
“Tissot is a brand that embodies both performance and reliability, which are two critical parts of my game on and off the court,” says Klay.
To celebrate Tissot’s multi-year partnership renewal with the NBA in 2021, the brand launched the T-Touch Connect Solar timepiece. The watch brings fans closer to the game by combining traditional technologies with smart functions, such as game schedules and team standings.
David Beckham for Tudor
Professional football players have become synonymous with major brand deals, and they can thank David Beckham for being one of the earliest pioneers. Not only is he one of the most renowned players of all time, but his style and philanthropy are celebrated the world over.
Tudor and David collaborated on the campaign Born to Dare in 2017, celebrating those who have achieved success by taking a daring approach to life. It was a reflection on the similarity between the risk-taking history of the Tudor and David’s ambitious career journey.
“I was attracted to Tudor by the attention to detail I could see in their watches,” says David. “I then learned about the history of the brand. One of adventure, pioneer diving and daring expeditions. I was instantly hooked”.
As well as a nice synergy, David’s 73 million-strong social media following is an extra boon for the brand. An Instagram post the soccer player put out in 2020 about the launch of Tudor’s navy blue Black Bay Fifty-Eight watch garnered more than 1 million likes in a single day.
Bubba Watson for Richard Mille
When legendary golfer Bubba Watson became an ambassador for Richard Mille more than 10 years ago, it was clear the partnership would be anything but conventional.
Taking inspiration from golf, Bubba and Richard Mille have worked together over the years to craft watches that can stand the hard-hitting drive of a professional golfer. During this time, there has been one aesthetic Bubba has been trying to convince the brand to embrace: his lucky color, pink.
In 2022, he finally succeeded and the RM 38-02 Tourbillon Bubba Watson in what the golfer describes as “through-the-roof pink” was created using pink Quartz TPT.
Now with a watch to match his clubs, Bubba is looking forward to hitting the course. “There are so many things going on with it,” he says of the pink tourbillon. “The curve, like the slope on a golf course. The holes. The V with the two bars. I’m just in awe of the sheer mechanics, the artistry of the casing.” That sounds like a hole in one to us.
Usain Bolt for Hublot
No one understands the value of a second more than Usain Bolt, making the runner an ideal ambassador for an industry obsessed with precision timing. The Olympic champion has been an ambassador for Hublot for more than 10 years, a long-standing relationship fueled by what Hublot describes as a shared passion to always strive for more.
When Usain chose to hang up his spikes in 2017, Hublot celebrated the athlete’s career with the launch of an exclusive Hublot Big Bang Sapphire Chronograph Unico Limited Edition Usain Bolt Victory Set, of which just eight timepieces were made. It also created an exceptional one-of-a-kind timepiece, the Big Bang Unico Shiny Gold Sapphire Usain Bolt, in the same year. This watch was sold for CHF150,000 at charity auction Only Watch to fund research and provide support for children suffering from Duchenne muscular dystrophy.
“Usain Bolt’s generosity continues to be an example to us all, just as it was throughout his career,” says Hublot chief executive Richard Guadalupe. “Isn’t it only natural that we should pay tribute to him? We are sure that his star will continue to shine over athletics and sport in general for a long time.”
