Brand ambassadors: more than a (pretty) face

Shared values are the bedrock of the relationship between a brand and its ambassadors, who lend their image and their face to events and promotions Among twenty-first century brands, Richard Mille is likely the most demanding of its ambassadors - or partners as the brand calls them, reflecting the degree of involvement A succession of partnerships and ambassador deals have taken the brand into new areas.

Hublot was, for example, the first luxury watch brand to invest in football, signing Pelé and Maradona as its first ambassadors representing the beautiful game More recently, the brand has enlisted three women players: Laure Boulleau from France, Alex Morgan from the United States and Ada Hegerberg from Norway At the same time, Hublot has diversified its collaborations with contemporary artists - some of whom, such as Maxime Büchi of Sang Bleu fame and sculptor Richard Orlinski, have designed watches for the brand.

While the adventure may end for Breitling at the end of the year - the brand no longer wishes to be the team's exclusive sponsor but remains open to a co-sponsorship deal -, it did inspire the squad concept which the brand has been developing since last year. . Source