Nowadays as more and more celebrities choose to endorse watches of famous brands whether in various commercials or attending commercial events, the close relationship between celebrities and brand watches couldn’t be more obvious.
Actually their close relationship dates back to 19th century. Queen Victoria of England once bought from Patek Philippe an enamel gold watch whose watch glass was embedded with diamond roses. Though it was not for commercial ends, it was probably the first written record of brand watches establishing relations with celebrities, from which many brand names drew inspiration and began to join hands with celebrities to promote their watches. In fact, it’s not about how famous or influential the celebrity is, it is about how much the two have in common, the person and the watch he endorses, or rather the essence of the two. Breitling was famous for its professional Certified Chronometers designed primarily for aviation use. Knowing that, it was not surprising for it to choose John Travolta to endorse its watches since he is also an excellent pilot in real life. The right combination of the two can have mutual benefits for both.
In daily life, it’s quite common to see celebrities wear brand watches. High-end, classic watches per se represent a good lifestyle and high tasting. A person with respectable position and stands naturally want to wear a matching watch to highlight his or her high social position. Such a brand watch can cast a glamorous halo around the person who wears it and speaks silently for the person’s position and stands.
It’s not quite right to say who benefits more from whom, for its mutual benefits for both. For the celebrity who wears brand watches, it’s a symbol of position and tasting while for the watches, it’s finding a right person to represent its spirit and essence. Either in the limelight or in daily life, the relationship between the two will become much closer.
