Luxury brands team up with polo

Between the Olympic Games, sailing and golf, one other sport managed to catch the media’s attention this summer: polo. Something of a British tradition, it is also becoming a sought-after sponsorship opportunity for watch brands. After Jaeger-LeCoultre and Cartier, more and more firms are lending their support to tournaments and players. The latest to swell the ranks is none other than Hublot, in Gstaad. Not forgetting the likes of Audemars Piguet and Parmigiani who make occasional forays onto the polo field. But why this sudden popularity of a sport which for so many years was associated with a wealthy elite? A look at polo’s partners in the watchmaking world reveals all…

First onto the field, Jaeger-LeCoultre

Opening honours go to Jaeger-LeCoultre, a name associated with polo since 1931, also the year the firm’s iconic Reverso watch made its debut. It’s a story often told: polo was a favourite occupation of British army officers serving in India, and responsible for countless smashed watch crystals. Enter César de Trey, a businessman who had close connections with the Le Sentier firm. In a stroke of genius, he challenged Jacques-David LeCoultre to manufacture a watch capable of withstanding the rough and tumble of the polo field. The Manufacture accomplished its mission with the invention of the famous pivoting case. An overnight success, the Reverso’s popularity has never waned. In 2006, when Jaeger-LeCoultre celebrated the 75th anniversary of its best-selling watch, the Reverso became part of the Squadra line, abandoning its legendary rectangular form in favour of a square case… one of the original proposals from 1931. Joining this warmly acclaimed model this year is a version for ladies, with interchangeable straps. On the sporting side, the cream of the world’s players gather each summer in Mies (Vaud) for the Jaeger-LeCoultre Polo Masters.

The kings of polo

Given Jean-Claude Biver’s sixth sense for spotting new trends, Hublot’s incursion into polo is proof indeed that the sport is high on watchmakers’ agendas. The brand’s CEO took advantage of his ties with Pierre Genecand, President of the Gstaad Polo Club, to make his move. Speaking in Argentina, the country of polo par excellence, Jean-Claude Biver announced that Hublot would succeed Cartier as the competition’s main sponsor. Says Raphaël Siegrist, from Hublot’s marketing division, “This decision is, for Jean-Claude Biver, more than anything the culmination of various encounters. Gstaad is also a highly successful point of sale for the brand.” A special model has been launched to commemorate the event (see below).

Cartier, meanwhile, has been a loyal supporter of polo for more than 25 years. The brand recently chose to concentrate on certain selected events, particularly competitions in Windsor, St Moritz and, more recently, Dubai. After taking its first steps on the polo field at Palm Beach in 1983, two years later the brand founded the Cartier International Polo Cup, one of the most exclusive events in the English sporting calendar. Prince Charles and his sons are among the players each year, while Queen Elizabeth herself presents the trophy to the winning team. The Cartier Polo World Cup on Snow, played each year since 1986, has teams powering across the frozen waters of Lake St Moritz. The event has become a must in the brand’s year and the opportunity to unveil a new jewellery creation. Last year, Bernard Fornas’ guests had the pleasure of seeing Monica Belluci, the face of Cartier, at the Grisons resort.

Why polo?

Noblesse oblige, a brand at the top of the luxury pyramid must lend its support to events that directly address its clientele. The last America’s Cup was a case in point: the ultimate sailing competition, it drew a prestigious cast of sponsors. Golf has its followers too, as does Formula One. That Fine Watch brands have turned to polo should therefore come as no surprise. Parmigiani, for example, maintains a discreet presence, with Team Parmigiani competing in events at Klosters and Paris. Audemars Piguet France, meanwhile, took advantage of the Polo Masters Riviera’s twentieth anniversary to saddle up and present its collections. For all brands, polo is pukka when it comes to forging links with retailers and customers.