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M: Celebrities Put Their Touch on Timepieces

Tag Heuer has made an alliance with Leonardo DiCaprio, Longines has signed Kate Winslet, and Rolex boasts Roger Federer as brand ambassador.

Jay Z Kanye West
Appeared In
Special Issue
Menswear issue M Fall 2013

Timepieces are big business. So are celebrities. Increasingly, the two are joining forces. Consider some of the oldest Swiss companies: Tag Heuer has made an alliance with Leonardo DiCaprio, Longines has signed Kate Winslet, and Rolex boasts Roger Federer as brand ambassador.

The price for good press is good money, which gives reason for endorsement-deal figures landing somewhere between $8 million and $15 million, according to Bloomberg. One imagines that Daniel Craig, who has a partnership with Omega, is appearing in Harold Pinter’s Betrayal, on Broadway, more for love than money.

Where a celebrity goes, fans will follow. Such was the case with Jay Z, who guest-designed a watch for Audemars Piguet before inking a deal with its rival Hublot. Mr. Carter announced the endorsement in the 2011 song “Otis” (“New watch alert—Hublots!”), and, according to Business Insider, demand skyrocketed.

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