RAISING THE BAR: Swiss watch brand Hublot has added another shiny penny to its portfolio of high-wattage ambassadors. Amid a snow flurry, supermodel Bar Rafaeli was unveiled as the LVMH-owned firm’s first female spokesperson Thursday.
The outdoor event also marked the official groundbreaking for the firm’s forthcoming 743 Fifth Avenue store — which will be its second in New York and its largest retail outlet in the world. Rafaeli’s fellow ambassador Dwyane Wade, presently in town for NBA All-Star weekend, was also on hand to assist in the grand 8-minute-long grand spectacle — for which a stage and sound system were erected, effectively closing down the sidewalk on one of the city’s busiest intersections.
“It’s not only unveiled in New York, it’s in New York City, close to Valentine’s Day, on fashion week, with the All-Star weekend — there is a lot happening,” Rafaeli said of the occasion. “As a little kid I always dreamt of coming to New York. Of course I’ve been here many times, but one of my favorite places to go is Fifth Avenue — I see all the big stores and I love shopping. For me I feel like ‘Pretty Woman,’” she added, imparting an affection for Los Angeles’ Rodeo Drive on New York’s frigid equivalent.
LVMH watch division president and Hublot chairman Jean-Claude Biver, said Rafaeli has “many elements” that are befitting of the brand’s ambassador fleet. He added: “We think that from the age point she is close to our customer, she is an entrepreneur, she is quite independent, she is elegant but still somehow low profile and she is a little bit sporty, so we said ‘if she has all this let’s start with her.’”