Money Down the Drain - Partnerships, a Cautionary Tale

The news broke yesterday not unlike the lancing of an infected boil - the owner of the Atlanta Hawks will be selling his controlling interest in the team following the disclosure of his less than tactful comments regarding race.  What's that got to do with watches you ask?  Well, as another blogger out there announced at the time, this was a big deal for Audemars Piguet when it was announced that they would be partnering with the Hawks as their "official timekeeper".  It is possible that there might be a bit of "Monday morning regret" in that part of Switzerland this morning.

In fairness, we can't see the future.  We assess opportunity and balance it against risk and we hope for a favorable outcome.  No doubt Hublot had high hopes when they climbed into Jerry Jones's lap (otherwise known as the courtesy suite) in hopes that a partnership with "America's Team" would lead to massive market recognition and brand awareness - because everyone in AMERICA, not just TEXAS LOVES the Dallas Cowboys…  clearly the hometown fans of Dallas did not get that particular memo as the stands for their opening game, in their home stadium were filled with - San Francisco 49ers fans.  Mr. Jones was pretty much indifferent to the situation.  I am sure that the folks at Hublot HQ will be thrilled to hear that.

But it doesn't stop with team partnerships, sometimes your favorite player can inadvertently bite your hand while it's handing him another new watch.  And while I am not 100% certain,  the watch on Kobe Bryant's wrist on the recent cover of Sports Illustrated does NOT appear to be the Hublot King Power Black Mamba…

Here's the thing, brands can do as they wish.  It is easy (of course) to sit on the sidelines and "cherry-pick" our critiques about who is smart and who screwed-up.  But perhaps it is time for brands to go back to an earlier model that seemed to work pretty well "back in the day" -

TALK ABOUT WATCHES!

Everything else is just noise, and oftentimes it's noise that you don't want your customers to hear.

Jumping the Shark… in Dallas

Ah, the NFL. As a younger Northern Youth I remember my NFL sheets and pillow-cases! We all hoped to get our favorite NFL team's jersey for Christmas (spoiler alert, mine was Cincinnati, not Cleveland).  And this was a tough sell to mother's across the country, because remember that those jerseys cost close to $25 1980s dollars!  Moms and dads had a tough time justifying that sort of a cash outlay for a shirt that their kids would only be able to wear for a few months before they grew out of it.

Courtesy of Hublot 

And also, if you grew up in an area where the local pro team, well, sucked you were very likely to have one or two back-up "favorite teams" who were actually good.  Oberlin, Ohio had it's share of "fair weather" Pittsburgh Steeler, Dallas Cowboy and Oakland Raiders jerseys.  Well, I have to accept that it is unlikely that you will outgrow the new Hublot "Dallas Cowboy" watch but let us just hope your team allegiance doesn't change dramatically to where you have to try and re-sell it.  You know, like those Dallas Cowboy's fans who put up the billboard renouncing their beloved Cowboys to support the Cleveland Browns because "Johnny Football" had signed with the Cleveland Browns?

Because while yard sales across my home state of Ohio may soon to be filled with cast off Johnny Manziel jerseys once he either flames out or moves to a more attractive team once he becomes a free agent, a watch that costs more than many of the team's fans make in a year is perhaps not the "classiest" move you could make.

Look at it this way, it would be cheaper to get your "Johnny Football 4-Evah" tattoo removed through laser treatment ; )

But here's the good news for all you fans of "America's Team", you will be able to purchase your incredibly expensive team Chotchkie at a Hublot "pop-up" store in - wait for it - a private lounge reserved for corporate guests!  Because Hublot and the Cowboys LOVE you and want you to feel a part of things - providing you work an organization that can get you access to a super exclusive corporate box!

Here's the thing pals and gals, Hublot is a big, very successful company, and frankly they must have a pretty good idea of what they are doing.  But forming a partnership with "America's Team" it is in a bit of poor taste to remind the hard working folks of Dallas/Ft.Worth who are true blue to their team and can't even afford a ticket in the nose-bleed seats that you are making sure that the pampered masters of the universe who are used to not paying for anything will continue to enjoy that experience when they take a break from the golf-course to attend a game for business.

Enjoy your watches everyone - and if you must, jump the shark ; )