Watchuseek Blog

Monday, October 22, 2012

Celebrity Brand Ambassadors do Sell Watches

Pretty much every major watch brand in the world has some sort of affiliation with a celebrity, be it official or unofficial and there are believers that this may actually prevent sales from being made. This is on the basis that some people feel such strong negativity towards particular celebrities that they wouldn’t be seen dead in anything that is endorsed by them. While this statement may be true, these people are in the minority and brand ambassadors undoubtedly boost sales overall.

In some cases, such as Bulova’s recent use of the new cast members in Made In Chelsea to promote some of their watches, there will of course be some potential watch buyers that will undoubtedly be put off the brand as they simply dislike the TV show, however these people will not be exposed to the products via that show as they wont be the ones watching, problem solved. 

On the flip side, fans of the show that like the new characters will be exposed to these watches and positively associate them with things that they like, making them far more likely to buy. In a similar way to celebrity “get the look” articles in magazines work, more and more people want to look like their favourite celebrity and want to own the same things that they do, watches included.

It’s obviously very important for those brands to pick appropriate ambassadors, who have strong careers and are unlikely to act in a manner that will disgrace the brand. Also they should be ambassadors who reflect what that brand is about, such as brands like Casio and Swatch who use people such as Rihanna and Jessie J to promote their watches in their music videos to try and get younger girls to buy and be like their idols.

For older men there are people like Leonardo DiCaprio and Daniel Craig (as James Bond) for TAG Heuer  and Omega respectively, that give the watches a cooler and more glamorous feel, which some of the targeted men may want to mimic .

Many potential buyers will not be affected by seeing people like Rihanna or Leo DiCaprio wearing a watch that they were considering buying, but for that reason they will not be put off either. The number that will be put off buying something is much smaller than the number that may be influenced into making a purchase, making brands using ambassadors and celebrity endorsements a very worthwhile exercise.

Written by Chris Derrer from The Watch Hut

How the smooth take the rough: GRAHAM Chronofighter Oversize Baja 1000

Tecate Score Baja 1000 is 200’000 spectators, 1 course, 1000  miles, and 300 eager competitors from over 30 US states and 15 countries, including 35 Pro and 7 Sportsman classes for cars, trucks, motorcycles and ATV, all in the heat and dust of the Mexican pampas.

It’s a race that has attracted the likes of international celebrities such  as actors Patrick Dempsey,  Paul Newman and Steve McQueen,  as well as several NASCAR  drivers.

GRAHAM Chronofighter Oversize Baja 1000

Created in 1967, the Baja 1000 is the most prestigious race of races as well as one of the oldest held on the rugged terrain of the legendary barren desert of Baja California.

GRAHAM is the Official Timekeeper of the 2012 SCORE Baja 1000 off road race, and to pay tribute to the mecca of desert races down the  entire  length  of the magnificent Baja California Peninsula,  GRAHAM has introduced the  Chronofighter Oversize  Score  Baja 1000.

This sturdy chronograph has been developed to equip the  modern-day  Baja 1000  racers with a watch which will tackle sand, desert, mountain passes, hidden dry lakes, hot weather, craggy tracks...any terrain you throw at it, and still keep accurate time.

As each vehicle races down the dry, dusty and bumpy course at high speed, it kicks  up a trail of dust which can be seen for miles amongst the cacti. Like the modified 4-wheel vehicles used by the race competitors, the Chronofighter  Oversize Baja 1000 has been re-engineered to handle the extreme race conditions.

The start and stop lever on the left of the case, originally used by aircrew in the 1940s, is the renowned GRAHAM signature. It is made of plain carbon and is produced in  a very specific machining process.  The lever is a single piece of carbon which provides the watch with more stiffness and  enhanced usability.  The black ceramic bezel gives the watch its strength and unique personality.

To brave the elements, each watch is also fitted with a calculated telemeter scale. It enables the wearer to measure distances thanks to the speed of sound; by starting the chronograph when a visible  event occurs (e.g. lightning) and stop it when the sound  reaches the observer (e.g. thunder).  The watch is expected to retail for around $8,040.00


Functions: Chronograph (seconds, 30 minutes counter). Date at 8 o'clock
Hours, minutes, seconds

Calibre: Calibre G1747, automatic chronograph, 28'800 A/h (4Hz), Incabloc shock absorber, 25 jewels
Power reserve: 48 hours
Case: C47 mm steel with black PVD case
Black carbon left hand fast-action start/stop trigger and black rubber reset pusher
Black ceramic bezel
Domed sapphire crystal, anti-reflective coating on both faces
Sapphire crystal case back with Score Baja 1000 and limited edition serial number

Water resistance: 330 feet / 100 m / 10 bar

Dial: Black dial, snailed hours and minutes counters
Baja 1000 inscription at 9 o'clock
Beige Super-LumiNova hands, numerals and indexes, red chrono, minutes and seconds counter hands

Telemeter scale based on 77°F and mph
Strap Beige techno-fabric strap with red stitches
Black ceramic pin buckle

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