American Marketer


Jaeger-LeCoultre propels brand via Hollywood premiere

April 1, 2013


Swiss watchmaker Jaeger-LeCoultre is putting its brand in the Hollywood spotlight through its sponsorship at the New York premiere of “The Host” March 27.

The watchmaker was one of the main sponsors of the New York premiere and cast members Diane Kruger and Jake Abel wore Jaeger-LeCoultre watches. The brand will likely benefit from the additional exposure at the premiere event.

"A brand wins or loses today in the media," said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.

"Any brand that can capture the attention and adoration of the media can be a big winner in today's media-saturated society," he said.

"If you can generate public relations, you can build brands."

Mr. Ries is not affiliated with Jaeger-LeCoultre, but agreed to comment as an industry expert.

Jaeger-LeCoultre did not respond before press deadline.

On the red carpet

Jaeger-LeCoultre sponsored the premiere of The Host, which is an adaptation of a novel by “Twilight” series author Stephanie Meyer.

In addition to being a main sponsor, Ms. Kruger and Mr. Abel wore Jaeger-LeCoultre timepieces to the premiere.

Mr. Abel wore the Master Grande Tradition à Tourbillon, while Ms. Kruger wore a Joaillerie 101 Art Deco watch.

Mr. Abel wearing the Master Grande Tradition à Tourbillon

Ms. Kruger became a brand ambassador for Jaeger-LeCoultre’s women collection in January. The watchmaker created its Rendez-Vous watches in tribute to Ms. Kruger.

Jaeger-LeCoultre continued to build the buzz from the premiere through its social media.

The brand pinned images from the premiere on its “Seen on the wrist” board on Pinterest. The images showed the cast of The Host together and the watches worn by Mr. Abel and Ms. Kruger.

Jaeger-LeCoultre's Pinterest board

Also, the brand tweeted links to images and its pins on Pinterest from the premiere.

Jaeger-LeCoultre tweet

Star power

Other luxury marketers have been embracing the star power of various celebrities to help propel their products or brand.

For instance, colored-gemstone maker Gemfields is raising awareness for the brand among affluent and aspirational consumers through a multichannel campaign with feature film and television actress Mila Kunis.

Ms. Kunis appears in the brand’s advertising campaign that includes placements in Condé Nast’s Vogue, Vanity Fair and W. The actress was chosen to humanize the brand and for her interest in Gemfields’ ethical practices (see story).

Also, spirits maker Moët & Chandon USA named professional tennis player and 2012 Wimbledon Champion Roger Federer as its ambassador to give the brand a boost through an authentic personality (see story).

Celebrity ambassadors can help gain attention for a brand or product because of the public fascination and media attention that they hold.

"We live in a celebrity world," Mr. Ries said. "So anytime a brand can associate itself with a celebrity, it can help establish the brand with consumers.

"This is especially so for movie stars who are at the top of the celebrity totem pole," he said.

"While The Host did not feature A-list stars, it still benefited from its Hollywood connection."

Final take

Erin Shea, editorial assistant on Luxury Daily, New York