In recent years, the influence of celebrities has played a significant role in shaping brand strategies, especially in the luxury market. High-end watch brands in China are still considered a symbol of status and exclusivity, and with the growing desire for luxury goods since the reform and opening up, Chinese consumers have become an attractive market for international brands. As a result, many watch brands are competing fiercely to capture the attention of Chinese consumers, not only by opening stores but also by leveraging the power of local celebrities.
It's interesting to note that many watch brands have chosen female celebrities as their spokespeople, possibly due to the perception that women tend to be more emotionally driven when it comes to luxury purchases. This trend is evident in the selection of well-known Chinese actresses who have been associated with some of the world’s most prestigious watch brands.
Gong Li, one of China's most iconic actresses, has long been linked with Piaget. Known for her roles in internationally acclaimed films such as *Raise the Red Lantern* and *Farewell My Concubine*, she has won numerous awards and holds a unique place in global cinema. Her elegant presence and international recognition make her a perfect fit for Piaget, which has recently appointed her as a global brand ambassador.
Zhao Wei, another top Chinese actress, has partnered with Jaeger-LeCoultre. She first gained fame through the popular TV drama *My Fair Princess* and later transitioned into directing. In 2012, she became a brand ambassador for Jaeger-LeCoultre, often seen wearing their watches at major events, showing her strong commitment to the brand.
Fan Bingbing, known for her high-profile endorsements, has been closely associated with Chopard. She has been spotted wearing Chopard jewelry and watches at various red carpets and events. In 2013, she officially became a brand ambassador for the Swiss luxury brand, further solidifying her position in the high-end fashion and watch industry.
Tang Wei, once known as the “soup goddess†for her role in *Love in a Puff*, has now taken on a new role as a global spokesperson for Rado. In May 2024, Rado announced her as their official brand representative, and she has been actively involved in promoting their latest collections, including the Isa series.
Gui Lun Mei, a renowned Chinese actress, has also joined the ranks of elite brand ambassadors. After winning multiple awards, including Best Actress at the Golden Horse Awards, she was invited by Montblanc to become their China brand ambassador. Her intellectual and artistic image aligns well with the brand’s sophisticated identity.
In conclusion, the relationship between luxury watch brands and Chinese celebrities is not just about aesthetics or image—it’s ultimately about profit and connecting with the hearts of Chinese consumers. Whether it’s through film, fashion, or personal style, these celebrities help bridge the gap between global brands and local markets. The key is to find the right match that resonates with the target audience, and in doing so, brands can gain a competitive edge in this ever-evolving industry. (Text / Million Watch World Fu Xue Ting)
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