Feb 1, 2023
Opinion: Let’s Talk About Celebrity Watch Ambassadors
I’d like to start with a warning: what you’re about to read is going to be frivolous. This is not hard hitting watch journalism. It’s not a deeply felt opinion piece about a matter of great import to the watch world at large. And it’s not an in-depth review of a watch the community has its eye on. No, this little editorial is about something that’s been rattling around in my head for a while, and serves as an admission of sorts: I’m kind of fascinated by how watch brands use celebrity ambassadors. Somehow, celebrity ambassadors have become the third rail of serious watch conversation. They aren’t taken seriously by hardcore watch enthusiasts, and bringing them up in a circle occupied by hobbyists will often garner an eye-roll. Hey, I get it. The deeper you are into any particular culture, the less impact advertising and the popular version of whatever it is you like has on you. In a previous life as an amateur Music Snob, I’d sneer at the suggestion that I’d enjoy anything that might be played on the radio. I’d begin to write bands off as past their prime when they gained enough traction to graduate from playing clubs to larger theaters. If 5,000 people want to see these guys at the same time, there’s no way they’re niche enough for me. George Clooney would like to sell you a Speedmaster But over time, I’ve softened. I’ve even seen some of those bands I liked in college that were pretty obscure at the time go on to play arenas. Small arenas,...
Time+Tide
