Parmigiani Uses ‘Real Women’ to Promote Its Watches

Tired of celebrities paid to promote watches? So is Swiss luxury brand Parmigiani Fleurier, which is taking a new approach to promote its first-ever women’s collection of watches. “We refuse to hire show- business types or top models to market our watches, especially our new women’s watches,” says watch veteran Jean-Marc Jacot of the Sandoz Family Foundation, co-owner of Parmigiani. “Too many brands do that now, so many that it’s boring, and consumers don’t know who represents what. “We’ll focus on the brand name and the watches,” he said, “We don’t need a third party to promote them.” So, Parmigiani’s new global marketing campaign materials—catalogs, press releases, events, and videos—feature “five everyday women professionals, women associated with Parmigiani Fleurier, not fake [endorsers],” he said. “These are women who play special roles in
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