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 contract – and the watch’s value soars. When Kanye West appeared on David Letterman’s My Next Guest Needs No Introduction in 2019 wearing a Cartier Crash, the model caught the eye of collectors. The effect compounded when Tyler, The Creator sported the same model in his 2021 Lumberjack video. The result? A staggering 159 percent average price increase.
The Iconic Legacy Watch
Few examples are as legendary as Paul Newman’s Rolex Daytona, reference 6239. Dubbed the “Paul Newman Daytona” by collectors, the model fetched nearly $18 million at a Phillips auction in 2017, despite its previous anonymity. The halo effect was immediate: average prices for similar exotic-dial Daytonas jumped 72 percent over those with standard dials.
The Official Brand Ambassador
Then there’s the classic endorsement deal. Arnold Schwarzenegger’s collaboration with Audemars Piguet on the Royal Oak Offshore “End of Days” in 1999 resulted in a limited-edition model that commands a 23.7 percent premium over similar Offshores from the same era. Notably, this impact was measured before the 2024 reissue could skew prices.
Despite Kanye West having fallen from grace among the general public, his demise hasn’t had any negative effect on the continued price rise of the Cartier Crash.
THE UNEXPECTED OUTSHINES THE PAID
Interestingly, the most lucrative impact on resale value doesn’t always come from a brand’s marketing budget. Watches that celebrities wear by choice – rather than for a paycheck – often see a greater bump in value. In my findings, voluntary or organic celebrity exposure had a higher effect on resale prices than formal endorsements.
While the study doesn’t claim to offer a universal formula, the data tells a compelling story: celebrity association matters – but unexpected fame can be more profitable than paid fame.
A much more detailed analysis is included in the 2025 edition of I-M TIME. Available from 13th June at our online store, and from the 16th at independent retailers and selected WHSmith stores.
Author: Andrew Hildreth
Lead image: Novak Djokovic wearing an Hublot Big Bang Unico Novak Djokovic. The tennis champion, who has been an Hublot ambassador since 2021, claimed his 100th career title in Geneva on 24th May 2025.
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