Who could be better placed than a woman, to sell watches to women? Watch brands are becoming increasingly skilled at finding the right ambassadors to launch their latest models.
One of the most innovative marketing initiatives of recent years was Omega’s 2018 launch of the “Her Time” programme, with its own parallel exhibition. The aim was to bring women ambassadors and clients together for an exclusive, women-only event. The initiative is still running, and may be reactivated in 2022, when Omega will be focusing heavily on its female clientele.
Zenith’s starry path
Zenith’s “Dreamhers” programme is on similar lines. A team of female ambassadors spearhead a programme dedicated exclusively to women, focused around a specific selection of watches. On 7 October in Madrid, Zenith (with WorldTempus in attendance) unveiled a panel of partners, comprising artists, a chef, a dancer and several entrepreneurs – all women. Zenith took the opportunity to launch a pair of Chronomaster Original models set with diamonds, with either a multicoloured mother-of-pearl dial, or in a taupe three-colour version. The event also provided an opportunity to launch some new accessories for the DEFY Midnight, Zenith’s first collection aimed exclusively at women, one of whose primary features is the ability to change the strap quickly.
Maurice Lacroix: talent spotter
Maurice Lacroix is taking a different direction, because it operates in a different price segment. The result is a deliberately sportier, more urban and more offbeat positioning, promoted by ambassadors who, for the most part, will be unknown to the general public. Maurice Lacroix is positioning itself as a talent-spotter for tomorrow’s big names, the up-and-coming generation who could be tomorrow’s Olympic champions. These talented young women are Hannah Lucy Williams, Carolina Marín, Alexandra Trusova, Sandra Lahnsteiner and Lidija Lijić. You may not know them, but they can run fast, swim far and skate with breathtaking grace. Maurice Lacroix is giving a voice to the champions of tomorrow.
Raymond Weil and music
Raymond Weil’s approach to young hopefuls is similar, but the focus is on musical rather than athletic performance. Nicola Benedetti is one of the most sought-after violinists of her generation. At the age of 29, she has appeared in numerous festivals, alongside top conductors, and has won a number of prizes during her career, including the BBC Young Musician award and two Classic Brit awards. She was chosen to be the face of a limited-edition Toccata series (300 pieces).
The jewel in the crown
Rolex takes a completely different approach. The brand with the crown has neither friends nor ambassadors; it prefers “Testimonees”. Their names are Chris Evert, Justine Henin, Annika Sörenstam, Brooke Henderson, Zara Tindall and Meredith Michaels-Beerbaum: some are well known, others less so, but they are all leading figures in a sport where Rolex has a presence (mainly golf, tennis and equestrian). In this longstanding programme, the stars are low-key but loyal. From Rolex’s point of view, it’s more about values than products, and this approach plays out in the field with a minimalist marketing message: the ambassador is queen, her Rolex watch is her crown.
