IWC choose a new and interesting marketing strategy for the high end watch brands – to associate its image with celebrities. Very much aware of the commercial power of the “dream industry”, the company has many famous “friends of the brand” well known in various fields, from football to tennis, films or books. Obviously, the brand’s presence at the Geneva fair was quite a show and the company launched the new Top Gun models in Hollywood style. The booth, built like the command center of the Top Gun planes (with flight simulators, a lot of smoke, pilots or data screens) welcomed stars like Cate Blanchett, Jean Reno, Ewan McGregor , Rosamund Pike, Luis Figo, Zinedine Zidane, Boris Becker, Ion Tiriac, Nadia Comaneci, Paulo Coelho or the Victoria’s Secret supermodel Adriana Lima. In the evening, the company organized a party for a close group of 1.000 friends in one of the pavilions of the Geneva Exhibition Center. The red carpet was organized by the book, so that stars were photographed and interviewed, and one of the highlights of the evening was the Bryan Ferry concert.
On the other hand Jaeger-LeCoultre choose to associate with the Oscar nominated British actor Clive Owen, who declared his passion for watchmaking. Owen, who said he has been wearing Jaeger-LeCoultre watches for many years, presented along with Jerome Lambert, CEO Jaeger-LeCoultre, the newest creations of the manufacture. In addition to this, the booth was visited by several players from the AC Milan football team - Mario Yepes Mark van Bommel and Alberto Aquilani.
