Celebrity Brand Ambassadors Can Hurt You...

I realize that this is one of my favorite topics, probably because I used to spend good chunks of my days prospecting, negotiating and in some instances signing agreements for "friends of the brand" or "partners".  And it is particularly ironic that the brand that has in many ways refined the celebrity partner business model down to a seemingly exact science has had such phenomenally bad luck this year.

Yes, once again it is Hublot that I am writing about.  Now there are some cynical (as well as simply pragmatic) people out there who will smile and say and make "if it bleeds it leads" references.  Whether or not that is the case is down to the Hublot brain trust.

So the good (1 or 2), the bad (too many for many other brands' comfort) and the ugly -

1.  Bar Refaeli - recently detained in her native Israel over allegations of tax evasion.  I will defer to the informed folks at Vogue for the info:
http://www.vogue.co.uk/news/2015/12/18/bar-refaeli-detained-israeli-police-tax-evasion-accusation

2.  Floyd Mayweather - Perhaps we've "beaten-up" on him enough...
sorry, couldn't resist.  Mr. Mayweather has yet to get out from under the clouds of accusation regarding domestic violence.

3.  FIFA - Don't get me started ; )
But with the hearings this week, it may finally come to pass that Blatter and his cronies will finally be evicted from the halls of power.  And at that point it might be time to revisit that CNN interview -

http://www.cnn.com/videos/tv/2015/10/16/exp-jean-claude-biver-ceo-of-tag-heuer--chairman-of-hublot-discusses-fifa.cnn


4.  The "Special One", Jose Mourinho - In fairness, I think he is a gifted coach.  By that same token, a wise man knows that it is always best to leave the party while it is still full.  In other words, when things are going badly, never assume that you will be immune to the sack.  Mr. Mourinho was handed his walking papers earlier this week.  As yet no Big Bang "Special Ones" have been spotted on Ebay.  Let's hope he lands on his feet.

5.  The Los Angeles Lakers - in fairness, this might have been simply about timing, or an intern in Nyon not getting the message and failing to update the Hublot website for several days after it was announced that the Lakers were in fact in a newly announced partnership with Tissot.  In the end all was updated, but it did not make for a great impression, particularly as that partnership had only run for about one year.

And the good - probably more than I am giving credit to, but Lang Lang and his support for WildAid is a great ambassador.  Will Hublot make a WildAid watch - you know, "the fusion of charity with branding"?  It remains to be seen.

Doing Good - Hublot

This bit of good news didn't seem to get the attention it deserved as it shows Hublot really stepping up and doing something positive for a "not so glamorous" cause.  While today many are writing about their latest celebrity partner Bar Refaeli, I wanted to give Hublot a shout out for their good work with this very, very positive partnership.  

Thank you Hublot - Keep up the good work!

So here's the scoop, straight from Nyon -

Hublot supports the Institut Jaques-Dalcroze in collaboration with Swiss designer Roger Pfund

Courtesy of Hublot

To celebrate the centenary of the Institut Emile Jaques-Dalcroze, a special watch has been jointly developed by Swiss designer Roger Pfund and the Hublot Manufacture.

Courtesy of Hublot

This watch recognises the importance of rhythm in the charity work of Jaques-Dalcroze. As a musician, he quickly sensed that body movement, when combined with a repeated sound or a piece of music, could help manage the muscle energy of children, as well as that of dancers and musicians.

The rhythmics method named after him is an active and musical teaching method based on body movement. It leads students to become aware of their bodies and their relationships with others, while stimulating their imaginations through vocal and physical improvisation exercises. More broadly, it contributes to children's cerebral and motor development.

Courtesy of Hublot

Today, the Institut Emile Jaques-Dalcroze, still based in Geneva, has several teaching centres in Geneva, Switzerland and abroad, as well as a network of numerous teachers who operate in around 20 countries on three continents. The Institute provides training for all the teachers and trainers who use this method; it also conducts research, particularly into fields that concern the older generation and people suffering from Alzheimer's disease or mental disabilities. Every year, thousands of children, adults and professional musicians, dancers and actors benefit from being taught by instructors who are all trained in Geneva. 

Sympathetic to the Institute's intention to raise funds in order to develop its activities and improve its global influence, Hublot has seen a part of itself in the extraordinary personality of Swiss national Emile Jaques-Dalcroze, who had the genius to found an incredibly topical and modern method based on rhythmics: the harmonious key to being "immesurably measured".

To mark its centenary, Hublot and designer Roger Pfund have paid homage to the Institute by creating a unique piece made of King Gold; its dial – technically exacting and complicated to produce – depicts a dancer in its centre, with the 18K gold seconds hand adopting the signature of Jaques-Dalcroze himself.

This unique piece will be put up for auction at an exceptional cocktail party organised by Hublot and the Institut Jaques-Dalcroze during Geneva Days 2015 – Wednesday 21 January at 7pm – in Geneva at the Grand Hotel Kempinski. The profits from the sale will be donated to the Institute to support its work in training and its research, which benefits children, young people, the older generation and people suffering from disabilities or Alzheimer's disease.

Shortly after the auction, Hublot will release a limited edition of the watch for sale in its boutiques. With the same distinctive dial as the unique piece and the famous signature-shaped 18K gold seconds hand, this limited edition is sure to contribute towards the development of the Institut Jaques-Dalcroze.