Luxury Watch Brands Collaborate with Music Industry to Attract Younger Consumers

Audemars Piguet’s Longstanding Relationship with Music

François-Henry Bennahmias Recognizes the Potential of Hip-Hop

In 2001, François-Henry Bennahmias, the CEO of Audemars Piguet, formed a connection with Jay-Z, igniting the brand’s foray into the hip-hop scene. Recognizing the cultural power of hip-hop, Bennahmias saw its potential to become the jazz of the 21st century. This led to collaborations with Jay-Z and Quincy Jones, marking the brand’s commitment to music.

Watchmakers Embrace Cultural Tastemakers

Brands Like Hublot and Richard Mille Collaborate with Top Musicians

Luxury watch brands, including Hublot and Richard Mille, have recognized the influence and reach of top musicians. Collaborations with artists like DJ Snake and Pharrell Williams help these brands connect with younger audiences and tap into the social media hype generated by such partnerships. These collaborations reflect the changing face of luxury and the desire to attract a younger market.

Zenith’s Association with Contemporary Music

British DJ Carl Cox Becomes a Global Friend of Zenith

Zenith has also embraced the music world by naming British DJ Carl Cox as a global friend of the brand. The partnership with Cox, who has a rags-to-riches story, symbolizes the brand’s commitment to authenticity and the shared journey towards achieving dreams. The introduction of the Defy 21 Carl Cox edition further solidified Zenith’s association with the music industry.

Overall, the collaboration between luxury watch brands and the music industry allows these brands to connect with a wider audience and appeal to younger consumers who associate music with luxury. This trend highlights the evolving nature of the luxury market and the importance of cultural tastemakers in shaping consumer preferences.