When you are working towards taking a fledgling watch brand global, it pays to have powerful and popular friends that are certain to generate media buzz.
Chris Gayle, one of the most recognisable personalities in world cricket, could hardly be better suited to the task for Hagley West, a British watch business that has just raised £250,000 on crowdfunding website Crowdcube, and there are still 12 days to go.
Company founders Jayden Levitt and Tim Hayden are cricket obsessives, and appear to be targeting the cricket-loving nations of the world such as West Indies, India and other Asian markets as export targets.
The brand claims to be already sold in 39 countries and has over 50,000 followers on social media.
Add the star power of Chris Gayle, who made 15 centuries for the West Indies test side before retiring to focus on one day and T20 formats where he is one of the most explosive batsmen in the world.
Mr Gayle has 2.9 million followers on Instagram and appeals to a potential world-wide audience of 2.5 billion cricket fans thanks to his profile in franchise tournaments like the Indian Premier League and Australian Big Bash.
The commercial potential of targeting cricket fans was recognised by Mr Gayle, who is now a co-owner of Hagley West.
Hagley West’s collections are typically priced at £120, and classical watches on leather straps as well as sportier chronographs on metal bracelets or rubber straps.