Celebrity Time Sharing

Celebrity endorsements in the watch industry are nothing new. Rolex, for example, has a decades-long history of association with more than 100 ambassadors in various fields from sports heroes to opera singers. These relationships, on which brands spend millions of dollars, represent an important part of any watch company's marketing program. The payoff? Basking in the glory of Roger Federer's status as the greatest player in the history of tennis is not a bad way to draw attention to a watch brand, something Jaeger-LeCoultre is betting on by signing Spanish tennis up-and-comer Feliciano López (currently world number 22). López' picture in Jaeger-LeCoultre's ad campaign glams up the brand's image while he works his way up the rankings.

Celebrity endorsements range from formal to informal, the latter meaning that the stars simply wear brands they love – such as Clive Owen spotted about town wearing his beloved Jaeger-LeCoultre models.

In more formal arrangements, stars ink ambassador deals that net them millions in exchange for appearing in ad campaigns and attending functions on behalf of the brand. Increasingly, the celebrities' fees are finding their way to favorite charities. Andre Agassi and wife Stefanie Graf, for example, have a contract with Longines to represent the brand in return for contributions to the couple's charities, the Andre Agassi Foundation for Education and Graf's Children of Tomorrow. The deal stipulates that the pair appear in the brand's advertising campaigns and make personal appearances at events during the U.S. and French Open tennis tournaments. Proceeds from the sale of a limited-edition watch are also donated to Agassi's Foundation.

DiCaprio has likewise used his star power to help change the world, with the help of TAG Heuer. His fee for endorsing the brand and appearing in campaigns is donated to Green Cross International and the Natural Resources Defense Council (NRDC), whose logo appears on the dial of a special-edition Aquaracer.

Andy Garcia lends his services to Baume & Mercier's current advertising campaign in return for the brand's donation to the charities of his choice, including organizations working in the fields of cancer research, children's education and the struggle against poverty.