The Phenomenon of Celebrities Wearing Brand Watches
Luxury itself is a cultural phenomenon. It’s well known that famous brands prefer celebrities in endorsements. Brand watches are no exception. In 2009, the famous brand NUBEO introduced a series of limited edition watches which named “Black Mamba”. It’s notable that the brand cooperated with the exceptional basketball star—Kobe. And Kobe was not only the mouthpiece but also the designer. In the sports field, it’s not frequent to see the collaboration between basketball star and luxury watches brands. But famous brands invite celebrities as the mouthpieces and they wear the brand watch to attend events, which makes the relationship between the star and the brand become closer and closer.
The combination between celebrity and brand watches is mutual benefit and it will be a win-win outcome. For the Hermes itself, inviting the famous stars who can represent the image of the brand is the most directive way to propagandize their products. Once they cooperate with the celebrities, they can become the focus of the mass media. What’s more, they can attract a lot of celebrities’ fans to buy their products. And some types of watches are limited sale, they also have great value to be collected. But in nowadays, more and more famous brands gain better marketing results by sponsoring the stars’ attire at Film Festival or investing some advertisements in a film, so that the audience can understand their brands easily.
Moreover, there are a group of Hermes professionals in some special fields who can also be the mouthpiece for a well-known brand. They can be some artists or sports stars, including marine, aviation and diving. For example, in order to honor a woman explorer, LONGINES introduced a kind of watch whose theme was explorer in 1938. Choosing a professional as a mouthpiece will show the unique feature of the brand and express the profound meaning.
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