Swiss watchmaker Hublot is targeting Miami Heat fans by honoring the team's victory over the San Antonio Spurs in the 2013 National Basketball Association finals with new timepieces.
The watches come as an extension of the brand's already established partnership with the Miami Heat through its position as official timekeeper and its brand ambassador, Heat player Dwayne Wade. Linking up with eminent sport figures and teams is an effective way to tap into large segments of prospective consumers and borrow traits that will enhance the brand image.
"This is an amazing collaboration of two winning brands who pride themselves on excellence, performance and style," said Rick De la Croix, Président of Hublot Latin America.
"Results speak for themselves and today Hublot prides itself by being the back to back championship winner's official timekeeper," he said.
"[We] also proudly serve many of the teams premium fans who are now Hublot owners and have honored the brand by buying their timepieces at the flagship Bal Harbor location."
Star-crossed jumpshots
The Heat’s victory over the Spurs enabled Hublot to take advantage of its relationship with the Miami Heat.
With this new collection of timepieces, Hublot is likely targeting Heat fans who want to remember the championship.
Mr.Wade
The watches in the collection are in the Heat's black and red colors, which is meant to distinguish between him and her.
Further elevating the product, the Heat celebrated their 25th anniversary this year.
To celebrate this milestone, an exclusive 25th anniversary emblem appears on the dial near the nine numeral.
25th anniversary emblem
In addition, the watchmaker also installed the official Hublot 25th anniversary wall clock at the AmericanAirlines Arena.
"Dwyane Wade is a very popular basketball player whose values are an integral part of his brand," said Chris Ramey, president of Affluent Insights, Miami, FL. "Aligning with Dwyane Wade is consistent with most affluent consumers values.
"Leveraging the team's third national championship is just good common sense."
Team players
Luxury brands have long sought alliances with sport figures to boost sales and brand equity.
Athletes have influence over various segments of consumers, with whom luxury brands can become acquainted with through an endorsement.
Hublot, in particular, has shown a penchant for teaming up with athletes.
For instance, soccer-star Radamel Falcao recently became a brand ambassador for Hublot through a partnership with a United Nations charity to help impoverished families in Colombia.
The watchmaker and Mr. Falcao will be helping to generate additional aid for his hometown of Grand Lagoon of Santa Marta, Colombia, by donating a portion of the sales from each Classic Fusion Falcao watch to the families in that area. The watchmaker is likely to boost brand exposure in South America and Europe through Mr. Falcao and the charity efforts. (see story).
Also, Hublot gained professional basketball player Kobe Bryant as a brand ambassador for heightened celebrity status.
The watchmaker previously established partnerships with other celebrities and athletes, including Mr. Bryant’s basketball team, the Los Angeles Lakers. The addition of a well-known athlete could extend the brand’s reach even further. (see story).
Of course, capitalizing on an event that creates as large of a tremor as a national championship is wise for a luxury brand.
"Any national championship is about emotions and luxury is nothing without emotions," Mr. Ramey said.
However, due to the fleeting nature of sport victories, the watches may not be around for long.
"It’s a short shelf-life object," Mr. Ramey said. "There’s a buzz, there's emotion and it will drive sales today."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York