Marseille Blue for King Eric

I have, in recent months, shied away a great deal from "Celebrity News & Partnerships".  But when you set rules for yourself, you must be prepared to break them - I mean this is not a man, this is Cantona!

Courtesy of Hautlence 

You might notice - no champagne, no ribbon cutting, just Cantona, sleeves rolled up, working on an idea with the folks at Hautlence.

Courtesy of Hautlence

Not one to simply "phone it in", Mr. Cantona is clearly committed to doing more than merely stamp his name on the dial of a "stock model".

Courtesy of Hautlence

A full two days were spent in at the HAUTLENCE design and production workshop in La Chaux- de-Fonds in late April.    

And it was more than just walking around and "blessing" a prepared product - again, this is Eric Cantona!

Courtesy of Hautlence

Never one to shy away from new challenges, he jumped in to instructive sessions with a case-maker, a decorator and an external design workshop. 

Courtesy of Hautlence 

The result?  The first insights, in the form of sketches for the watch that will represent not just a one-off, but what appears likely to be a lasting partnership.  Then off to Paris where a follow-up meeting finalized the design.

Courtesy of Hautlence

I am not one to go all "gooey" over celebrity partnerships.  I find Richard Mille's and Hublot's ambassador choices and the money flushed down the PR toilet to be about as subtle as a sledge hammer, and about as enduring as a billboard.  There is no real collaboration, no connection, no true message. 

So bravo HAUTLENCE, and merci - you have made a believer out of at least one cynic.  Let us hope that other brands could try to get their heads around the REAL idea of partnership, communication and collaboration.