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He/She is instead a walking talking endorser, sporting the watch through public relations, conferences, boutique launches, and in some cases, even through high end charity. Omega for example, has used global brand ambassadors like Pierce Brosnan, Michael Schumacher and Cindy Crawford among many more.
Incidentally, the company also follows a local strategy in its key markets by signing up local ambassadors. The brand also designs a signature brand for the star, as in the case of Cindy Crawford. The brand has also gone a step further in it's association with Hollywood star Nicole Kidman, and both are partners in their commitment to UNICEF. They initially celebrated this common ground with her first hugely successful public appearance in January, launching the new Omega Quadrella watch in Tokyo, and signing her watch for auction to benefit UNICEF Japan. Tag Heuer, uses a unique channel to reach out to its upwardly mobile young clientele, through cinema multiplexes.

A couple of year's back, the brand Harry Winston Rare Timepieces was officially launched during a press conference held at the Taj Mahal Hotel in Mumbai. The following evening the company held a gala reception at the JW Marriot Hotel in Mumbai for some 400 guests which included Indian film stars. The theme for the evening's festivities was the emotional link that has existed for more than a half-century between the famous jeweller and Hollywood stars.

Case: Celebrities - To Use or Not to Use

Presented below are two cases where popular brands have experimented with celebrities and have obtained mixed results:

Situation 1: Cadbury has always come up with sweet, emotional, clutter breaking commercials. Who can forget the lady dancing on the cricket pitch to celebrate her boyfriend's century. But when the company was hit with the worm controversy it had to rope in the national icon Amitabh Bachchan.

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* Contributed by: -
Bikram Bindra & Kaushik Vijay. G,
Faculty of Management Studies,
University of Delhi, New Delhi.