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Would you make Britney Spears your new Brand Ambassador?

by Michael Weare
1 September, 2011
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

Britney-sports-car

Time? Britney Spears has had lots of it. Good times, tough times, crazy times and absolutely carpet chewing mental times. But after 14 years in the spotlight she is still one of the most talked about, most photographed and most gossiped about women on earth.

The case for Britney as a brand ambassador

Britney Skechers

Britney is still a major trend setter and fashion icon. Anyone with a teenage daughter in the early 2000’s will recall having to burn through a lot of shoe leather to track down the right pair of red Britney Spears Skechers. It was hell.

With Britney’s undoubted power as a promoter of brands, and her huge celebrity, it’s surprising to find that there isn’t an orderly and precise queue of top Swiss watch manufactures forming outside her Calabasas Country Club mansion.

What watch would Britney Spears wear

Surely they could harness her charisma. Surely she could endear their brand to what is now a new generation of affluent young women making their way in the world.

We do know that Britney favours Roger Dubuis, Chopard and Breitling watches.

Roger Dubuis King's Square Hearts Tourbillon watch

We know she is just as happy wearing a chunky man’s watch as a bejewelled ladies watch.

We know that she is willing to spend big money on watches. Three years ago she bought her then boyfriend Kevin Federline a $150,000 watch to lure him back into a relationship.

We should also accept that at 30 she is likely to be more mature, more responsible and less gaffe prone…but then…

The case against

Britney has forgotten her watch again

But then maybe Swiss watch manufactures just cannot forget times past.

Like the time Britney shaved her head and went on more than a minor meltdown.

Or her deft skill at being photographed at exactly the wrong moment or in the wrong way.

The main picture shows Britney arriving at a nightclub in a fancy sports car a couple of years ago. She looks chic and elegant, a watch brand’s dream. But, as we are too gentlemanly to show in the next picture, it’s glaringly clear she had ‘forgotten’ her underwear. Imagine the brand damage to a Chopard, a Roger Dubuis, or a Rolex with a world exclusive wardrobe malfunction like that.

And then there is Britney’s seeming lack of understanding of the rules of celebrity endorsement.

For example, when Pepsi are paying you millions of dollars to endorse their product, don’t get caught looking scruffy and sipping a Coke. She did this three times before Pepsi finally lost patience.

Britney drinking Coke

There is also the not insignificant fact that Britney is just as likely to decide not to wear a watch for any given event – so any watch brand endorsing her would simply have to sit there and fume at the number of pictures which show her without any timepiece on her wrist.

Finally, we do also have to bear in mind that her most ardent followers have grown up in the digital age. The concept of wearing a watch is by no means first nature. Many rely simply on their iPad, Blackberry or mobile phone.

Britney Spears Fan watches

Britney Spears Barrel Watch

Britney Watch

That’s not to say Britney isn’t to be found on a range of fan watches. Search hard enough and you will find her face on a number of watches at pocket money prices.

Could TAG Heuer be tempted?

Britney umbrella incident

Following Tiger Woods being dropped as a TAG Heuer ambassador, there’s definitely a vacancy for a big name celebrity to take the brand forward. Will Britney Spears be on the shortlist?

Judging by this picture she could definitely wield a gold club, but only time will tell.

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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