It is common practice for luxury watch brands to “hire” celebrities as their brand spokespeople. When a celebrity is seen wearing a certain watch, people are more apt to buy it. Omega has many celebrity ambassadors, such as Cindy Crawford, George Clooney, Nicole Kidman, Michael Phelps and others. TAG Heuer does also, including athletes Tiger Woods and Maria Sharapova. Tissot has female race car driver Danica Patrick and so on. Ok, you get the picture. So, it’s no surprise that Audemars Piguet, one of the top notch luxury watch manufacturers also wants a famous face to sport their goods, but their recent choice is a bit surprising.
Audemars recently confirmed that it signed a three year deal for sponsorship of the Russian prima ballerina Svetlana Zakharoba and the place where she dances; the Russian Bolshoi Ballerina Theater. It’s probably safe to say that this is the first time a watch brand has brought on a ballerina as well as a theater. Although the figures themselves may be an experimental move, the country in which they reside is not. Russia represents a vast market for luxury goods, watches included. AP is figuring that those who are part of Russia’s elite and go to the ballet, are the same ones that can afford and want to buy high end watches.
It is assumed that advertisements for Audemars Piguet watches will be in the programs handed out and perhaps also in the theater itself.
Speaking of the Russian elite, Russian Prime Minister Vladimir Putin has quite the collection of luxury watches and although he has recently given a few away, he surely has enough money to re-stock. During a press conference a few weeks ago, a factory worker asked Putin for something to remember him by… his watch. Rather than look bad, Putin took it off and handed over a Blancpain watch worth about $8,000 dollars.
The most expensive luxury watch that Putin has been spotted wearing is a Patek Philippe Perpetual Calendar valued at about $51,500 dollars.
The new Audemars Piguet Ambassador Svetlana Zakharova was born in the Ukrainian city of Lutsk and has been dancing since the age of 10.
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