A celebrity face fronting a watch brand doesn't guarantee strong sales, but it certainly doesn't hurt.
Marketing budgets have swelled in recent years as brands look to actors, instead of models, for advertising campaigns. Many were quick to embrace the country's appetite for celebrity, but there are a few that are approaching it more cautiously, since the rules aren't always clear.
One of the pitfalls, for example, was highlighted during Charlize Theron's now infamous former relationship with Raymond Weil. The Oscar-winning actress signed a deal in October 2005 that stated she would only wear Weil's watches. During the contract, the actress was spotted wearing a watch from a competing brand. It was reported that Raymond Weil sued Theron for a substantial sum and the news was picked up by virtually every tabloid and media outlet with an interest in celebrity. The case is still pending in a federal court, a Weil spokesman said.
Rolex has been working with notable names in sports and music, including Roger Federer and Michael Bublé, for decades (Arnold Palmer, for instance, has been wearing Rolex on the golf course for 40 years). But it goes against the brand to work with the "It" girl of the moment or a hot celebrity. "We don't do short-term relationships," said a spokeswoman. "We align ourselves with people who are in the areas we support heavily, such as golf and yachting."
But the gold standard of celebrity tie-ups, according to some industry insiders, is Cindy Crawford's long tenure with Omega. The Swiss company was ahead of many of its peers when it tapped Crawford in 1995 to appear in its ads.
"It was quite daring in those days," said Stephen Urquhart, president of Omega.
When Crawford was hired, for a sum that Urquhart declined to disclose, the brand was actively trying to reach out to women, who at the time only comprised about 25 percent of sales.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion