Brands have wised up to the benefits to be gained from associating their name with art venues and exhibitions; creative contexts whose audiences are also potential customers.

Using an ambassador to represent a brand and its image is an idea that's still going strong, as these twenty-first century examples confirm.

Recent developments have enabled watchmakers to overcome some of the difficulties inherent to working with sapphire and use its transparency to ever more spectacular effect. However, the greatest challenges aren't always where one might think. The proof with MB&F.

The Swiss watch brank announces a relocation of its London boutique to iconic Old Bond Street and renews its partnership with Frieze.

Holder of 53 Spanish records and striking gold at both the Under-18 World Championships and European Championships, Maria Vicente is on track for an outstanding career.

Over the past decades, luxury brands, jewellers, passionate entrepreneurs and independent creators have entered the watchmaking world where they have distinguished themselves with truly original case designs.

Omega has just claimed, ad aeternam, the record for the deepest ever dive. A few weeks ago, Vacheron Constantin climbed to the roof of the world. After Panerai with its commandos or Richard Mille and Rambo, "extreme watches" have it tough.

While brand ambassadors, sportsmen and women in particular, appeal to our inner athlete, what's to be said of influencers, champions of nothing at all. A case of here today, gone tomorrow?

A growing number of watch brands are seeking to move away from third parties to instead sell direct to consumers. Retailers will have to reinvent themselves.