February 27, 2013
Swiss watchmaker Raymond Weil is celebrating its sixth year as the official watch and timing partner of the BRIT Awards by creating two special-edition timepieces.
The awards show, which celebrates British and international musical achievement, took place Feb. 21 at The 02 Arena, London. Raymond Weil marked the occasion by giving the two special-edition timepieces to key artists, presenters and performers.
"Music is part of our identity and we regularly support new talents," said Elie Bernheim, director at Raymond Weil, Geneva.
"The BRIT Awards are therefore an event we could definitely not miss," he said. "Besides, [Britain] is a very important market for us."
Celebrating achievements
Raymond Weil created two new limited-edition timepieces from its Freelancer collection.
The timepieces were given out to well-known individuals and groups including Emeli Sandé, Ben Howard, One Direction, Tom Odell, Ed Sheeran, Robbie Williams, Justin Timberlake, Bryan Ferry, Calvin Harris, Taylor Swift, Mumford & Sons, Delilah, Jake Bugg, Ne-Yo, Plan B, Labrinth, Simon Pegg, Alt-J, Tom Daley, Jessie Ware, Rafe Spall, Greg James and others.
The timepieces will not be available for purchase.
The male version features a 1.65-inch polished steel case, automatic movement with 46-hour power reserve, a dial with rose gold hands and indexes and a soft brown leather strap.
The female version is mounted on a stainless steel bracelet and has a 1.5-inch polished steel case, a 38-hour power reserve, a silver dial with a Cloud de Paris motif in the center and rose gold hands.
Male and female timepieces
Each of the timepieces includes a bespoke exhibition case back that includes the BRIT Awards 2013 logo. The design was created by British artist Damien Hirst.
The brand began its BRIT Awards partnership and celebrations Jan. 24 with its annual music dinner with nominee singer-songwriter and producer Labrinth. The dinner this year was held to honor War Child, a network of organizations to help children affected by war.
Raymond Weil is giving its product more value by only giving the product out to celebrities.
"Gifting a product to celebrities allows new products to fetch higher margins," said Chris Ramey, president of Affluent Insights, Miami.
"[In this instance] there is a luxury-by-association halo," he said.
Special occasions
Partnering with a large awards ceremony can help a luxury brand reach its target audience and boost its media presence.
Other luxury brands have previously partnered with awards shows.
For instance, Audi of America leveraged its second-time sponsorship of the 64th Primetime Emmy Awards through a collaboration with U.S. label Derek Lam that put the brand front and center during live behind-the-scenes online footage.
The automaker collaborated with Derek Lam to design the space that hosted presenters and award recipients during the show. In addition, Audi pushed its S and RS models through commercials that aired during the Emmy Awards telecast Sept. 23, 2012 (see story).
Also, French jeweler Chopard used its partnership with the 65th Cannes International Film Festival to push products, celebrate its legacy and connect with consumers through cultural icons.
Chopard’s tribute to Marilyn Monroe, which included unpublished photographs and a jewelry collection, debuted at the festival. The jeweler pushed these efforts through social media, a dedicated Web site and various set-ups at the festival (see story).
However, Raymond Weil is trying to make the most of the partnership by gifting the new products to certain music celebrities.
"Releasing a product specific to an event creates a risky collectible product," Mr. Ramey said. "Music is a particularly risky industry because the celebrity factor can be fleeting for music and musicians.
"However, a mass campaign strategy may work for a luxury brand in a hyper-competitive category and celebrity environment," he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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