Esharp
1469
Indeed, you're absolutely right...
Dec 03, 2014,00:34 AM
MTF,
I should probably have been a bit more nuanced when I wrote that.
In my case, I was thinking of the 'glamour' associations - you know, a film or sports star being paid to be a 'brand ambassador'. Those generally turn me off (as does that term!). Nor do I want to wear a watch that bears the signature of a random 'personality' etched into the display back, or special numbers on the dial referring to their number on the playing field. (Clearly, there are plenty of people who don't mind, and they do buy those watches.)
There are a few high-profile watchmakers - you'll all know which ones I'm mentioning - which seem to have endless special editions relating to sports stars and teams. One of those companies in particular makes lovely, lovely watches...heck, Mrs Esharp wears one of their watches most of the time...but those associations just put me off.
However...
Ultimately, I'm just like the guy who wants the Ferrari / Michael Jordan / Madonna edition (or whatever the team, sports star, or celebrity is): I want to do business with people and companies I respect, admire, and identify with. I agree that the associations a company makes with other organizations are telling, and some of the associations *are* positive.
They are (to my mind) the ones, to which you rightly refer, where there is a worthy cause or something a bit...higher involved. The first example that comes to mind is Rolex's project which brings together young people with masters in their fields - that's really something I can support. The same goes for charities such as those you mention. And hearing about the personal concern that the leadership of a business takes in the detailed questions asked by customers makes a difference as well.
So thank you for your interesting tale and perspective. I'm still unlikely to buy a watch bearing the logo of an automotive event on its face! But Chopard nonetheless comes out sounding like a good company, run by good people, and that counts for a lot in my humble books.
Best
E.