If Ronaldo Wears a Jacob & Co., Would You Buy One Too?

Luxury watches have long been symbols of status, craftsmanship, and heritage. Celebrity endorsements and watch spotting on high-profile individuals have increasingly become a powerful marketing tool for brands such as Rolex, Tudor, Cartier, Jaeger-LeCoultre, Omega, Richard Mille, and Bulgari. But does this exposure translate into actual sales, or is it merely a branding exercise? Let’s delve deeper into this! In the world of luxury watches, celebrity endorsements and sightings play a pivotal role in shaping trends and consumer perceptions. From Hollywood icons to sports legends, high-profile personalities are often seen sporting exquisite timepieces, igniting curiosity and conversation among watch enthusiasts. But does this visibility translate into actual sales, or is it merely a boost in brand exposure?

1. Impact on Watch Prices Post-Celebrity Spotting

Celebrity endorsements can significantly influence the market value of luxury watches. The mere sighting of a watch on a celebrity’s wrist can drive secondary market prices skyward.

For instance, when rapper Jay-Z collaborated with Hublot in 2013, the result was the Shawn Carter Classic Fusion timepiece. Available in black ceramic or 18k yellow gold, this limited-edition model quickly became a collector's item. Prices surged as demand increased due to its exclusivity and association with Jay-Z. Similarly, Richard Mille watches, frequently seen on athletes such as Rafael Nadal and Formula 1 driver Charles Leclerc, have seen significant appreciation in resale value. The RM 27-01, famously worn by Nadal, has seen its price jump from an initial retail price of around $800,000 to over $1.5 million in the resale market.

Another striking example is the Paul Newman Rolex Daytona. Originally retailing at a few hundred dollars, this vintage model saw a record-breaking auction price of $17.8 million in 2017, fueled by the legend of Paul Newman regularly wearing his Daytona. More recently, actor and former footballer David Beckham has been frequently seen wearing a Tudor Black Bay Chrono, which contributed to heightened consumer interest and a price surge in both primary and secondary markets.

Cristiano Ronaldo has frequently been seen wearing Jacob & Co. watches, particularly the Jacob & Co. Bugatti Chiron Tourbillon, which further solidified the brand’s association with ultra-luxury timepieces. Ronaldo’s long-standing collaboration with Jacob & Co. has significantly boosted the visibility of the brand among high-net-worth individuals and collectors.

Mark Zuckerberg, known for his minimalist style, has surprised watch enthusiasts by being seen wearing the first-generation Cartier Tank and other high-end watches. His choice of the Cartier Tank highlights its enduring appeal, proving that even tech moguls appreciate the timeless elegance of traditional watchmaking.

2. Increase in Brand Exposure Following Celebrity Endorsements

Brand visibility skyrockets when celebrities sport high-end watches, reinforcing luxury watch brands as status symbols.

Omega’s longstanding partnership with Daniel Craig as James Bond cemented the Seamaster Diver 300M as an icon. With the release of the 007 Edition Seamaster, Omega’s social media engagement spiked, and searches for the model surged by 65% in the months following the film’s premiere.

Similarly, Cartier has benefited immensely from its association with Hollywood celebrities. The Cartier Tank, a timeless classic, has been endorsed by actors like Timothée Chalamet and Rami Malek. Bulgari's Serpenti collection gained traction when Priyanka Chopra, one of its global ambassadors, wore the timepiece to high-profile events, generating media buzz and a sharp increase in Google search volume.

Jaeger-LeCoultre has enjoyed a long association with film festivals and actors like Benedict Cumberbatch and Anya Taylor-Joy, ensuring that its watches remain visible to a high-net-worth audience.

Anant Ambani’s pre-wedding festivities in 2024 turned into a watch-spotting spectacle, with many high-profile guests seen wearing rare and highly sought-after watches. Attendees, including international business tycoons and Bollywood stars, sported an array of Rolex, Patek Philippe, and Audemars Piguet timepieces, reinforcing the strong correlation between wealth, status, and luxury watches.

3. Creation of Limited Editions to Drive Exposure

Luxury watch brands often leverage limited-edition releases to drive exclusivity and generate media attention.

Rolex has traditionally stayed away from explicit celebrity endorsements, but its association with sporting legends like Roger Federer has influenced interest in specific models. The Rolex GMT-Master II “Pepsi” soared in demand when Federer was seen wearing it post-retirement. Tudor, Rolex’s sister brand, has been more aggressive in collaborations, with the Tudor Pelagos FXD created in partnership with the French Navy seeing a spike in desirability due to its military association and limited availability.

Richard Mille frequently collaborates with athletes, resulting in ultra-lightweight, limited-edition models that appreciate in value due to their exclusivity. The RM 50-03 McLaren F1, tied to the racing world, was limited to just 75 pieces, instantly turning it into a collector's dream.

4. Surge in Sales Attributed to Celebrity Endorsements

While exposure and desirability are evident, does this directly translate into higher sales? The numbers suggest a resounding yes.

TAG Heuer’s collaboration with soccer star Cristiano Ronaldo in 2014 resulted in the TAG Heuer Carrera Calibre 16 Cristiano Ronaldo Special Edition. The association with a globally recognized athlete boosted the watch’s appeal, leading to increased sales across the Carrera lineup.

David Beckham’s association with Tudor helped the brand transition from being Rolex’s little-known sibling to a thriving powerhouse in its own right. Following his ambassadorship, Tudor saw a 41% increase in sales between 2017 and 2022.

Similarly, Cartier saw its sales soar after leveraging its ambassadors, with the Tank Française and Ballon Bleu models witnessing increased demand. 

Exposure vs. Sales Impact

The data confirms that celebrity luxury watch spotting does more than just generate exposure—it impacts market prices, influences purchasing decisions, and can lead to direct sales increases.

Brands like Rolex, Omega, Tudor, Cartier, and Bulgari have successfully utilized celebrity influence to strengthen their image and drive demand. While some watches remain aspirational pieces rather than immediate purchases, the halo effect of high-profile endorsements ensures long-term brand value appreciation. The surge in secondary market prices, increased brand searches, and higher sales figures all indicate that celebrity endorsements remain a powerful force in the luxury watch industry.