There is a real belief in America right now that Tom Brady is a walking golden ticket. A serial winner in American football with his New England Patriots, married with kids to supermodel Giselle Bundchen and budding golf comedy influencer, IWC have now tapped him to be their way into the hearts and minds of watch fans in North America. The thing is though, he has been named global ambassador which can only mean two things.
- To justify his fee, he has to be the global face of the brand. Considering that IWC is very far from being in the top recognisable watch brands, this makes sense. Fiscally anyway.
- An American football star, even one as legendary as Brady has to do the legwork to make this relationship work. So expect him to appear in your part of Asia sometime soon
Christoph Grainger-Herr, CEO of IWC Schaffhausen, said: “Tom Brady is arguably the best quarterback of all time, but also an admired role model. On the field, his focus is on performance and precision; off the field, he is a true gentleman, incredible father and husband while also embodying elegance and style.”
And for his part, Brady says: "“I am honored to be partnering with IWC Schaffhausen, a brand I’ve long admired, not only for their timeless design but their precise engineering and attention to detail, I am excited to be part of the IWC family and look forward to collaborating with their talented team to share the brand’s unique heritage globally.”
The Brady Bunched?
I'm not sure if this is going to be a feasible relationship, just in case you haven't picked up my initial scepticism. IWC is a uber genteel and while Brady certainly conducts himself as a gentleman off the field, he is an American football star. This is a sport that, in many ways is even more brutal than rugby as the padded protection and helmets of the players can do far more damage to unprotected sections of the body. This then presents an issue for a 'global ambassador'. Either the brand is well known in a region or the ambassador is, you cannot do it both ways.
Much will be expected and if IWC spins this right, it may actually be a game changer for how luxury brands from Europe can leverage on American superstars to push their wares. Let's see how this goes.