Richard Mille, a manufacturer of luxury watches, has gone ahead to do something that pretty much every fashion ad apparel brand does these days; get publicity through sports.
The symbiosis between sports and fashion isn’t surprising. Sports stars have been known to step out in some designer outfits once in a while, especially in social outings. Most of them use these sponsorships to boost their brands and income too. However, only a few sports allow competitors to wear watches while in play, and Richard Mille took advantage of that yesterday.
The first dose of this marketing strategy was with Odell Beckham Jr. , the talented wide receiver for the Cleveland Browns in the National Football League. Beckham made his debut for the Browns yesterday, and while his play was admirable, it was his timepiece that caught all the headlines.
In his debut against the Tennessee Titans, Beckham rocked the RM 11-03, a watch estimated to be worth $350,000.
As if that wasn’t enough of a buzz, the watch manufacturer threw another bombshell, when they outfitted Rafael Nadal in the final match of his U.S. Open tournament against Daniil Medvedev.
Unlike Beckham, Nadal actually won his matchup. However, not unlike the football star, the Spaniard stepped out in a Richard Mille bling of his own. Retailers have revealed that the RM27-03, which Nadal conveniently wore on Sunday, is priced at $725,000.
The selections weren’t by accident. this manufacturer prides its watches on being strong and able to withstand force, and football and tennis are two sports which require those. If the watches come out of both encounters unscathed, then it would be a huge publicity win for the brand.
And come out they did. Regardless of whether Nadal or/and Beckham won or lost yesterday, Richard Mille definitely got what they wanted.
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