In the past, brands have struggled to find the right voice when showcasing their women's watches. The welcome news is that while red-carpet glamour is as important as ever, the message is now more carefully honed.
After being typecast in a supporting role, women are now claiming the limelight for themselves, and nowhere more than in the advertising campaigns that watch brands have concocted for the spring months. Adding further relish, the major offensives are coming from brands that are traditionally rooted in the men's segment. Think Hublot, which has women firmly in its sights this year. Champion alpine skier Maria Höfl-Riesch, a new ambassador for the brand, pulled in the crowds at Baselworld where she presented the limited-edition watch which Hublot has made especially for her, all in white like the slopes on which she excels. As well as targeting women with rock-solid legs, Hublot has its eye on those with a well-filled head, such as Jacky Bracamontes Van Hoorde. The Mexican actress was already an expert on watches and a client of the brand before becoming its new face and spokesmodel in March this year, as Chief Executive Ricardo Guadalupe points out. Read more...
