Guess Watches has chosen not one but two young women to be the new “Face of Guess Watches.” The pair will serve as spokesmodels and “faces” for the brand’s global advertising and marketing efforts. The popular fashion watch brand is sold in 70 countries and 30,000 retail outlets.
The April 16 selection of Amber Chen from Malaysia and Marvy Rieder from the Netherlands capped a year-long global “Timeless Beauty Model Search,” a joint project of Guess Watches and Elle magazine. The field of some 20,000 contestants in 60 countries was eventually narrowed to 15 finalists. The two winners were chosen during a high-profile Guess Watch gala/fashion show at the international 2004 BaselWorld watch and jewelry fair.
The celebrity judges included Cindy Livingston, president of Callenan International, which produces Guess watches; Carie Otis, actress and long-time Guess model and spokesperson; and Paul Marciano, president, chief operating officer, and co-founder of the Guess brand.
The two women will become the “New Face of Guess” for Guess marketing in Asia (Amber) and Europe and North America (Marvy). The advertising campaign will begin later this year. All 15 finalists will be featured in a 15-month calendar that Guess will produce for 2005.
Selection of the two winning models was a highlight of Guess’ 20th anniversary celebration. The brand also marked the occasion with a commemorative namesake timepiece that debuted at the 2004 Basel show.