Brands have typically taken a rough and tumble approach to advertising their haute horlogerie watches. That’s because “real” watches, those with mechanical movements, were considered in the domain of men. However, history is evolving. More and more women are realizing the value and beauty of the little spring-driven engine that marks the passing of the hours. The brands are now jumping into that long-ignored niche to create mechanical pieces, many with high complications that appeal to women. In order to break through the crowd and jockey for those women’s dollars, brands have brought on female ambassadors to join their male counterparts and they keep strutting in, gorgeous faces and sensuous silhouettes straight from the fashion runways and red carpets.
OMEGA got on the bandwagon early, a trailblazer in female brand ambassadors. A super, super model for her longevity and undeniable loveliness, Cindy Crawford began working with the brand in 1995. OMEGA sought her input in the design process of the early Constellation models. This 18-year partnership continues to go strong, with OMEGA front and center debunking the myth that women lose their sex appeal with age. Cindy proves they only get better.
Roger Dubuis is another brand that recognizes the grace, elegance and allure of women over 40. They chose Stephanie Seymour, a 46 year old who is still a stunner with her lush, brown locks and limpid blue-green eyes. Modeling since 16, Seymour was one of the top faces in the business in the 1990’s modeling for books such as Vogue and W. Two and a half decades later, she still turns heads and can be seen as the face of Estee Lauder. Knowing something good when they see it, Roger Dubuis chose to star her in a five-part photo shoot for its voluptuous Haute Joaillerie Velvet line, including the cover of Haute Living’s latest magazine. We had the chance to interview her for this special occasion. For the full story, please click here.
IWC, whose mantra was “Watches for Men”, has done an about face, publically welcoming women into the fold. While women were buying some of the IWC pieces, they weren’t catered to. Now for the first time in the brand’s history, IWC enlisted Brazilian model and actress Adriana Lima, recognized as a Victoria’s Secret Angel since 2000 and a Maybelline representative from 2003-2009. Joining her is Lebanese TV personality, celebrity journalist and producer Raya Abirached. To launch the more femininely proportioned 37mm Portofino mid-size collection, IWC held an all ladies only fashion dinner. The 17 different versions of the new watch feature diamonds and some with mother-of-pearl dials. Though appropriate for a lady, men could definitely wear these watches.
Hublot has never been shy about snapping up ambassadors and sponsorships. Recently they brought on the exotic actress and model from the land of sand and sea. Israeli Bar Refaeli is the first woman in Hublot’s large stable of representatives. Refaeli is in high demand, fronting for Piaget, eyewear label Carolina Lemke, Passionata and Garnier, among others. Jean-Claude Biver, chairman of LVMH watches, has said that Refaeli represents an additional direction for Hublot. The deal is a natural as Refaeli already had bought some Hublots for herself.
Joining the ranks to front their brand with feminine energy, Carl F. Bucherer plucked model and designer Lisa Haydon as their new Brand Ambassador. The exotic supermodel, designer and actress, is being designated a “Friend of the Brand”. Though born in India and living the first 21 years of her life Down Under and in the USA, she didn’t find success as a model until she returned to India, where she rocketed to stardom. Hayden is recognized for her style and women closely watch what she wears. Around her wrist she chooses the Patravi TravelTec and for more cocktail and black tie affairs she goes with the Alacria Diva.
After so many decades of women being ignored by the watch industry, it’s wonderful to see that the brands have gotten on board to cater to women that appreciate craftsmanship and beauty. And what better way to get the message out than to represent these watches with their female counterpart super beauties to match.
Photo Credit: Haute Living; OMEGA; IWC; Hublot; Carl F. Bucherer