For watch marketing, the market does not exist static. In order to expand the product market, many watch brands choose celebrity endorsement publicity, because celebrity effect has a very wide coverage, you can drive product sales. However, there is a risk because, with the infiltration of media in all fields, the star's private privacy begins to be made public. We found that in fact, stars and normal people, there are mistakes when. However, for the watchmakers, once a star carries a scandal or negative news, the brand will also bring losses. Therefore, the choice of celebrities also need careful consideration, because once established it means the beginning of long-term cooperation. Market problems Tiger Woods, a well-known golfer, was asked about why his brand, TAG Heuer, did not dismiss with him after the sexual scandal broke out, as the former chief executive of the brand acknowledged the scandal would make it more and more difficult for brands to advertise, especially Puritan states like the United States need more caution. But in Asia, especially China, the impact is not great. Because Chinese men and women with several mistresses will win more people's favor, one can see the incarnation of being an outstanding masculinity. Other watch brands, such as TAG Heuer, Longines, Omega, Tissot, Rolex, etc. will be based on the different needs of the market to choose the spokesman. But the Swiss do not pay for it in that way, because they are not interested in anyone other than themselves, even a very famous celebrity. The solution is to get the brand to work on the product itself, Ebel is a good example of this, explains Marc Michel-Amadry, president and creative director. The brand has always emphasized the unique personality, design has won many international awards. The brand was marketed using the quality of the product itself and the unique charisma of Marc Michel-Amadry, which even ended the contract with Louise Ebel, a well-known blogger. However, the celebrity effect in the Asian market is still profitable. In this case, India is the most obvious one. Sachin Tendulkar, India's famous batsman is Audemars Piguet in India's image. Omega also has the same behavior, first spent 90,000 Swiss francs please Cindy Crawford and George Clooney global spokesman, relative to 600,000 Swiss francs to Nicole Kidman endorsement, this is already a small number. Omega believes Nicole's global presence leads to brand marketing, so it costs well. Trend: No money, only exchange In addition to the above celebrity endorsements we speak of, some niche brands do not even pay a penny to achieve a very good marketing campaign. Take Pierre Koukjian for example. In 2003, deLaCour, designed by DeLaCour, presented the first watch collection at the world-renowned Basel Jewelery and Watch Fair. With Bichrono as the core concept, it became the first watch in history to have dual automatic chronograph movement Watch, immediately famous world. Since then, the famous star C Luo Dai is the Bichrono series watches, answering questions from reporters, he will sincerely praise this watch, and even revealed that they will buy some friends to their side. The brand and C Lo did not sign any endorsement contract, which is undoubtedly deLaCour is very lucky. In fact, the use of celebrity marketing is the exchange of services, Vincent Perriard is the former CEO of HYT, he also has the technical staff of Hamilton's identity. Hamilton was the royal watch in "The Man in Black," and the brand splashed 3,000 posters at retail stores around the world before the movie started! Unfortunately, none of the big names paid for it. By charity In such an era of information explosion, there is a way to spend less money for cooperation with celebrities, that is based on humanitarian philanthropy. As long as the considerable checks, to star favorite products a little discount, and then through charity can be achieved. For example, Chopin asked José Carreras and Sara Baras to give a charity performance in Basel on the 150th anniversary in order to support the International Leukemia Foundation founded by the famous tenor and sponsor the Prince Charles Foundation. After Stephanie Graf and Andre Agassi both became the elegant image ambassadors of Longines, they jointly shot a brand new commercial for the brand in December 2008. In 2007, Agassi became Longines Ambassador ambassador family members. After retiring, the tennis superstar devoted himself to charity work and founded the Andre Agassi Fund to help children in need. The important thing is that the shining star is still a shining product? Seeing the moment a lot of information available for free, people are increasingly concerned about the needs of the self, the effects of the star effect is limited. Coupled with the emergence of some niche brands, and even some brands have a joint or cooperative relationship, the brand will be more stringent in the choice of co-star. Some watchmakers use their image rather than the product to decide who qualifies as a spokesperson. The World Cup, with the celebrity marketing effect has been brought onto the stage, getting worse. It is no exaggeration to say that, if possible, all Swiss watch brands want to find a football player to cooperate, even if he is just a local well-known little star. This is not a new idea, it's just a big way ...