Celebrity tie-ins are nothing new. After seeking endorsements from well-known figures in sport, film, even politics, brands are now embracing innovative strategies. This is especially the case in Asia with its fan economy and increasingly influential Key Opinion Consumers.
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Eight years after its takeover, H. Moser & Cie. is no longer the rebellious teenager. At the upcoming Watches & Wonders Geneva (ex-SIHH), the brand joins the historic Maisons and will present a new collection of steel sports watches. Chief Executive Edouard Meylan fills in the details.
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.
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?
In early October, Breguet cut the ribbon at its new Moscow boutique, inside the prestigious GUM mall, just minutes from the Kremlin. The new store also displays historic timepieces from the Breguet Museum in Paris.
In the list of the most reputable multinationals in 2018, Rolex takes top ranking for the third consecutive year, beating Lego and Google to the number-one spot. Meanwhile, a similar survey of the main publicly listed Swiss corporations puts Swatch Group and Richemont second and third, behind bathroom manufacturer Geberit.
Swatch Group chairman Nick Hayek dropped a bomb during the summer recess. By pulling out of Baselworld, the world's biggest watch group raises the question of whether the industry can still benefit from "old-school" fairs.
Noémie Balmat and Allan Joseph are the founders of Futur404, an online media that explores the future of fashion in the context of society. Is Fine Watchmaking a special case in the luxury segment? Here's what they think.