Fratello Talks: Can Brand Ambassadors Help Create A New Generation Of Watch Enthusiasts?
Brand ambassadors have long been part of the watch industry. From actors and athletes to musicians and explorers, these familiar faces help bring brands’ watches to a wider audience. But can that visibility do more than sell watches? Can it spark interest in horology among people who might never have given the hobby a second thought?
In this episode of Fratello Talks, Nacho, RJ, and Daan discuss the role of brand ambassadors and their potential to introduce watches to a new generation of enthusiasts. We look at what makes an ambassador effective, whether a celebrity connection can translate into genuine enthusiasm, and how these partnerships fit into an industry that increasingly reaches people through social media and popular culture. But first, you guessed it — time for a wrist check!
Wrist check
RJ is wearing his Rolex Sea-Dweller ref. 16600 from 1996. Though it didn’t make the cut as RJ’s only watch, it’s still a serious contender that he can wear days on end.
Daan has his Cartier Santos Galbée XL on the wrist. This older-generation Santos model has become a staple of his collection, and you’ll very likely see him wearing it any given day.
Nacho has returned to his Omega Speedmaster Professional ref. 3570.50.00. After much Speedmaster talk at HQ recently, he felt his Moonwatch had been somewhat neglected, so he’s taking it out for a spin.
Donal Boyd for Gallet
Fratello Talks: Can Brand Ambassadors Help Create A New Generation Of Watch Enthusiasts?
A well-known ambassador can put a watch in front of an audience that might not follow watch media or visit a brand’s website. But visibility alone doesn’t necessarily create lasting interest. The connection needs to feel credible, and the watch itself needs to give people a reason to look closer.
Our conversation also considers how younger audiences discover watches today. Brand campaigns now compete with social media, influencers, and a growing range of independent voices. In that environment, ambassadors can help make watches more visible, but they are only one part of a much larger picture. Ultimately, we discuss whether these partnerships can help build a new generation of enthusiasts, and what separates a memorable collaboration from a campaign that simply puts a watch on a famous wrist.
Tune in to hear Nacho, RJ, and Daan discuss the role of brand ambassadors in watch culture and whether they can help bring more people into the hobby.
