Brand ambassadors for watchmaking companies are human... and therefore subject to contracts that are influenced by their popularity. These contracts are usually signed for two or three years, which is why it’s not uncommon to see "friends" of brands move from one to another based on their interests—even if those interests are genuine, like Brad Pitt or John Travolta, who once wore Breitling watches but are true and seasoned collectors at heart.
In contrast, this makes the bond between Elvis Presley and Hamilton stand out as truly unique. There was no official contract. Elvis was seen wearing Hamilton watches, but also Rolex and Omega. He came and went as he pleased. The brand never took advantage of the special relationship it had with the King during that blessed time. This, in a way, is what gives this connection its purity and authenticity—one that was freely formed.
Rock'n'Watch Talisman
Naturally, when the King passed away, his personal items were almost sanctified—including his Hamilton watches. By a fortunate twist of fate, Presley had chosen a truly unique model, instantly recognizable from miles away: the Ventura.
It was the first triangular watch ever made for the general public. Designed by Richard Arbib, a prolific designer who was more interested in voluptuous cars than watches, he created a complex case with double fluting, an integrated bracelet, and a triangular shape... but without a single straight line.
This atypical design still stands as a horological UFO, even 47 years later. It was also one of the first electric watches in the world (essentially, it had a traditional balance wheel but was powered by an electromagnet).
Staying Accessible
The initial temptation for many brands would have been to turn this mythical object into an extravagant and inaccessible luxury item, just like everything else the King had touched. But Hamilton showed remarkable insight by taking the opposite approach. The Ventura, instead, became an affordable watch, available in both automatic and quartz versions, for men and women, in a variety of sizes and colors. This strategy allowed the model to reach a wide audience, while also preserving the "unofficial" connection that once linked Elvis Presley with Hamilton.
Regular New Releases
Regularly, the most American of Swiss brands refreshes its collection with new models. This year alone, there have been two. In January, a series of six quartz versions shared the same blue color as a tribute to Presley’s hit, "Blue Suede Shoes" (in reality, Elvis never wore such shoes, the color was never specifically defined, and the word "suede" actually refers to the reverse side of leather, known as "wild leather" or "nubuck").
Then, in March, a Ventura S Quartz was introduced (priced under CHF 1,000), with the unique features of a smaller 24 x 36 mm case and an articulated mesh bracelet that elegantly echoed the chic wristwatch style typical of the 1950s to 70s.
