Watch brands playing with fire in their choice for ambassadors and celebrity endorsements

A report by celebrity endorsement specialist Spotted says that prestige watchmakers are among a host of luxury brands that are playing Russian roulette with their reputations by working with stars who could damage their image The study quotes the Journal of Advertising, which estimates that the correct celebrity endorsement can increase sales by up to 4% However, working with the wrong celebrity not only fails to deliver anything like this bump in sales, it also exposes brands to the risk of being associated with inappropriate opinions, scandal or even criminal behavior.

The Spotted agency has compiled a list of celebrities and the brands they endorse, and calculated a score for each one It also analysed the public recognition, trustworthiness and personality of each celebrity, and how well aligned each celebrity is with the brands they represent Rolex's celebrity strategy ranks as the best in the industry as a result of a few strong endorsements, and also a lack of weak endorsements.

Several other watch brands appear in the top 50 best endorsement deals, some of which are fashion labels that either make their own watches, others license their brand to companies like Fossil Group and Movado Kaia Gerber, the supermodel daughter of Cindy Crawford, is associated with four of the bottom fifty ranked celebrity endorsement deals, but her work with Omega is not mentioned. . Source