Swiss watchmaker Richard Mille is targeting affluent female consumers with two new partnerships that embed the brand in women's golf and demonstrate its commitment to top-tier performance in sports.
The watchmaker has become the major partner in the Lacoste Ladies Open Tournament and selected golf champion Diana Luna as the brand's first female sporting partner. Delving into a sport with an event partnership and brand ambassador will give the brand much exposure at the event.
"The company partners with elite professional athletes who play their sport while wearing a Richard Mille watch, which provides the brand with the ultimate testing grounds for the performance of these high-tech pieces," said John Simonian, CEO of Richard Mille Americas, Los Angeles.
"By partnering with Diana Luna, Richard Mille continues its commitment to athletes who put the watches to the ultimate test and shows it gives the ladies collection the same rigorous attention that every men's timepiece receives," he said.
Precise lines
Richard Mille selected Ms. Luna, the number one ranked Italian female golfer, due to her personality and promising career. Since her professional start in 2002, she has attained 31 top 10 finishes, five victories on the European circuit and five victories in the professional golfers' association of Italy.
Ms. Luna will wear a Richard Mille 007 Titanium when she competes.
Richard Mille engineers will work with Ms. Luna to develop a watch specifically made for a golfer.
Ms. Luna
The Lacoste Ladies Open Tournament takes place from Sept. 25-29 in Saint Jean de Luz, France.
The Lacoste Ladies Open Tournament
Richard Mille will be lending his name to the pre-tournament professional-amateur game Sept. 25.
The winner of the tournament will receive a customized ladies’ Richard Mille 007 Titanium watch engraved with the ‘Lacoste Ladies Open 2013’ tournament name on the case middle.
60 holes in one
Finding the right ambassador can unlock a new consumer base for a brand.
For example, Richemont-owned Piaget’s new global brand ambassador, actress Gong Li, is stirring interest in the Couture Précieuse collection throughout China and other markets with elegant appearances and her commitment to craftsmanship (see story).
Ms. Li’s acclaim as an actress gives her far-reaching popularity that may ignite sales among various consumer segments. Brand ambassadors with multifaceted appeal can harness consumers from across the globe while not jeopardizing the aura of exclusivity.
Similarly, Swiss watchmaker Hublot is feting its new brand ambassador, soccer star Radamel Falcao, 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).
In all cases, ambassadors and partnerships should highlight core brand values.
"Both Richard Mille and the Lacoste Ladies Open represent the same values of performance, achievement and respect for tradition," Mr. Simonian said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York