Celebrity involvement in branding does present challenges because people are people, and human nature means anyone can screw up and cause embarrassment for a brand. In this case, however, it"s been a brilliant move. Among a sophisticated, watch-wealthy audience, making a celebrity association with these fashion-forward but luxurious timepieces was right on point. A watch is the only jewelry many men wear, so seeing certain handpicked celebrities wearing the watches resonates with many core consumers. The company doesn"t have to sell a lot of watches to make a lasting impression on a certain group of ultra wealthy consumers. In fact, nearly all of its watches increase in value.
John Mayer, the musician, wanted to buy a specific limited-edition Royal Oak I own. He approached me one night in a nightclub (we didn"t know each other at the time) and offered me $10,000 more than its original price. I declined, but we ended up having a lengthy discussion about the Audemars Piguet brand and watches. Each time he sees me now, he asks about the watch. That"s what I would call a well-honed secret language""one spoken and understood by the few people who love, appreciate, and can afford these watches. Audemars Piguet speaks this language brilliantly and it"s been great PR. Its watches don"t look that expensive. If you don"t know the brand you wouldn"t necessarily see or understand the cost or value of one of its timepieces immediately.
All part of a strategic secret language the company uses for the brand. It"s a very clever way to market to a select group of people. Many people know, for example, that Rolex is a luxury brand and recognize it as such, even though Rolex watches cost, in most cases, a fraction of an AP timepiece. AP doesn"t need a huge audience or broad public awareness""just to talk to the consumer who can afford one. In the process, the company has managed to reinvent itself as a brand that not only appeals to old Europe but to the young, wealthy, and hip as well "" (or the young at heart, yet wealthy).
It has also maintained and expanded its original authenticity with great dexterity.
