Pop star Rihanna is the latest and, perhaps, greatest creative director for global luxury powerhouse LVMH, the parent company of iconic timepiece brands like TAG Heuer and Bulgari. But this year, during her Fenty show at New York Fashion Week, she rocked a Chopard Happy Sport in 18-k gold adorned with 16-plus carats of diamonds. It’s part of her true-blue ambassadorship with the brand. Since 2017, Rihanna has represented jewelry and watch house Chopard as a celebrity ambassador: a paid endorsement deal that goes beyond traditional advertising to elevate the brand’s identity, wedding it to the glitz and glam of its celeb partner. The motivation? Ambassadors like Rihanna are reportedly paid from $500,000 up to $5 million a year for a partnership. “We match the ambassador’s values with the ones that define Longines,” says Charles Villoz, vice president of Longines, whose ambassadors include Kate Winslet and Andre Agassi. “Ambassadors have a natural charisma that customers can believe in, and their high-profile influence can often be much more effective than traditional marketing,” adds Raynald Aeschlimann, president and CEO of Omega. “[But] importantly for Omega, there is always a truthful message. For example, George Clooney has loved Omega since the first moon… Read full this story
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