Celebrity Endorsements a Big Part of Lifestyle Branding for Watch Companies

The most current celeb-influenced luxury goods can be found at Gideon's Fine Jewelry in Los Angeles.

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Aug 31, 2012, 01:58 ET

LOS ANGELES, Aug. 31, 2012 /PRNewswire/ -- Many consider a celebrity's endorsement of a product to be a simple commercial exchange where an actor just shows up for a photo shoot, takes a few pictures, and then collects his check. However, that's simply not the case, especially when it comes to luxury watch brands. For companies like TW Steel, Michael Kors, and Montblanc watches, a partnership with a famous figure isn't haphazard; it takes work and research into a celebrity's cultural reputation. This is why many companies refer to their endorsers as "brand ambassadors." These brand ambassadors shape trends and fashion movements; stores like Gideon's Fine Jewelry in Los Angeles (known for being a reputable authorized dealer of Michele watches in the region) keep on top of these trends by stocking the most cutting-edge designs to emerge from these celebrity-luxury goods company partnerships.

A collaboration that Gideon's Fine Jewelry is particularly excited about is Kelly Rowland's recently launched line of TW Steel Watches. Kelly Rowland, actress and Grammy award-winning singer, has been a boundary-pushing fashion icon since embarking on her solo career after being a member of Destiny's Child. After building a reputation in Europe as a fashionista, she is breaking waves on American shores by co-designing a special edition watch with TW Steel. In two colors, one a flirty pink and another in a lux shade of blue, this watch is made of high-grade steel, with sapphire crystals and a matching Italian leather strap. Engraved with Kelly's signature on the back, the watch is also accented with rose gold, a detail that Kelly has gone on record as loving. The watch truly represents TW Steel's reputation as "Big in Oversized Watches." Both colors are carried at Gideon's Fine Jewelry, an authorized dealer of TW Steel, Michele, Raymond Weil, and much more. With this selection, there's bound to be something for any customer's taste.

Other watch companies have benefitted from celebrity affiliations. Simon Baker, star of TV's The Mentalist, brings a refined, handsome touch to the Longines line. Montblanc tapped rising stars Amber Heard and Dianna Agron to appear at a store opening to bring some youthful energy. Finally, Jeremy Renner wore a Zodiac Brand Special Ops watch in his most recent thriller, The Bourne Legacy, which surely cements the brand's reputation as strong and masculine. All of these watches are carried through Gideon's Fine Jewelry's store in the heart of Los Angeles.

While it's not the same as a celebrity endorsement, many luxury goods brands are turning to fashion and literary idols of the past. Montblanc, designer of top-rate pens and watches, has truly epitomized this merging of past iconography with modern fashion. The team at Gideon's Fine Jewelry carries Montblanc pens that beautifully take their cue from historical figures without losing any cutting edge style. One of the most elegant examples is a Princess Grace of Monaco line of ballpoint, fountain, and rollerball pens. Decked out with gold details and a drop-cut pink topaz, this deep purple writing instrument evokes Princess Grace's timeless magnificence. However, Gideon's Fine Jewelry also carries other icon-inspired Montblanc pens: John Lennon, Virginia Woolf, Alfred Hitchcock, Mark Twain, Ingrid Berman, and many more are all represented.

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SOURCE Gideon's Fine Jewelry