The celebrity effect on the value of watches
From Novak Djokovic and Hublot to Leo di Caprio and Rolex or Zendaya and Bulgari, luxury timepieces have long been part of the star-studded spotlight. But just how much does a celebrity association actually boost the value of a watch?
That’s the million-dollar question – or in some cases, much more.
In the absence of hard numbers from brands on endorsement fees or pre- and post-campaign performance, our Watch Editor and economist, Dr Andrew Hildreth set out to provide the most rigorous estimates yet. By diving into auction records and dealer data, he’s uncovered telling patterns about the price premiums attached to celebrity connections – paid or otherwise.
From the left: Paul Newman’s Rolex Daytona ref. 6239, sold at Phillips’ Winning Icons, 2017, © Phillips. Audemars Piguet Royal Oak Offshore Chronograph End of Days, 1999. Crash de Cartier, Paris 1991, limited edition, © Wristcheck.com.
THE THREE TYPES OF CELEBRITY INFLUENCE
My analysis breaks celebrity impact into three categories: accidental exposure, historical association, and paid endorsement and includes only three watches due to the scarcity of data.
The Unintentional Endorsement
Sometimes, a celebrity simply wears a watch – no sponsorship, no…
