Why are models named after famous people and what is common between a dial and a brilliant sports career? Choose a perfect personalized watch.
For centuries, people gave cities and ships the names of prominent contemporaries. With this gesture, we seem to pass an object a piece of someone else's good luck, courage or wisdom, simultaneously confessing our love to characters. Since the basis of the luxury watches industry is a customer’s desire to possess something beautiful, rare and deeply personal if possible, this practice was eventually to settle down here. During the last few years, the number of new models dedicated to a particular person has increased dramatically and continues to grow. From the marketing point of view, the strategy looks almost flawless. As the work with the ambassadors, such an approach helps to attract attention of potential customers not interested in watches yet. On the other hand, the ascent to great names of the past a priori guarantees that the attention will be paid, more often explicit positive.
Modern Hollywood stars or athletes can cause contradictory feelings depending on the tastes, preferences or habits to root for a particular team.
However, as a rule the overwhelming majority regards great seamen or astronauts of the past purely positive. Again, in the design of its products, the company can always use designer touches, directly referring to someone's personality or some events – everything that is dear to the heart of a potential owner, and without further ado, is recognized by his company. Would you tell friends that your new stunning chronograph you have purchased after seeing it on the hand of the character on a magazine cover? However, what if its dial depicts a boxing glove of your childhood idol and because of him, you spent several years in the ring, and even once broke nose when you were 15?
Anyway, a watch with a shadow of a great name carry additional possibilities in terms of identity. In addition to aesthetic pleasure from the subject, the owner has an opportunity to identify himself with certain values. Besides, most models of this kind are produced in limited series, and a pleasant feeling from the awareness of their rarity only makes a meeting with them to an even more personal experience. Literally, that means to touch the dream, whatever childish it may be.
Jean-Claude Biver, CEO of Hublot, Tag Heuer and Zenith, Head of watchmaking at LVMH
How a timepiece benefits from a link with a famous person?
Today’s luxury watches must include much stronger irrational values like beauty, design, dreams, emotions, exclusivity, uniqueness, status and personal expression. The indication of time as well as its accuracy have become secondary to all the others. Nevertheless, most of these irrational values have to be built on rational values such as tradition, innovation, quality, service, exclusivity and excellence.
How do you know that this is the right person for the brand’s philosophy and aesthetics?
You have to adapt communication and the message to the customer, talk in a language that is understood. When we chose our heroes, human relation is at least as important as the business. Besides all of them have at least one thing in common: they are trendsetters and never the followers. So it perfectly fits our logo: "Swiss Avant Garde since 1860".
Dmitri Mendeleev, Chemist
Girard-Perregaux Dmitri Mendeleiev Birth
The manufacture from La Chaux-de-Fonds decided to celebrate its 225 anniversary by the launch of Place Girardet collection. The series includes 225 unique items, each of which is dedicated to the most important event of some or other year. In particular, 1834 marked the birth of the future author of the periodic system of chemical elements.
Alexander The Great, military commander
Ulysse Nardin Alexander The Great Minute Repeater Westminster Carillon Tourbillon Jaquemarts
Clicking on the repeater button, you will not only be able to enjoy the four gongs melody, but also witness a reanimated battle scene from the time of Alexander the Great. A deep dial is decorated with melee diamonds and crowned with a luxurious tourbillon. The series is limited to 50 copies in white and 50 in pink gold.