AP Celebrity Collaborations

[Eastie]

https://quillandpad.com/2023/10/11/3...ollaborations/

Fun article on all the AP celeb collabs throughout the years - Arnold, Jay Z, Shaq, etc etc

What do you guys think about these collabs? Does it help or hurt the long-term brand positioning of AP? Is it a good use of marketing dollars?

Relatedly, what do y'all think about AP's brand ambassador program?
Kevin Hart, Serena Williams, The Gstaad Guy, DJ Mark Ronson, Viktor Hovland, etc

[Armis]

This is an interesting question. With the exception of notable ambassadors like Serena, it seems like AP has been pretty good at selling itself. Many celebrities are collectors and appear to naturally be attracted to AP. Perhaps there’s more to it that I don’t realize.

[edo]

Arnold was great ambassador, most of others in these articles are not even worth mentioning... and they missed a plethora of some of the greatest ROO editions and ambassadors in the motorsport world...

And AP can call all of these guys at best "friends of the brand"... love it or not if you want real brand ambassadors you must look at the mostly unloved Richard Mille and the way they do this part of marketing business...

[yoast]

The more a product is endorsed, the less interesting it becomes to me

[Eastie]

Originally Posted by edo

Arnold was great ambassador, most of others in these articles are not even worth mentioning... and they missed a plethora of some of the greatest ROO editions and ambassadors in the motorsport world...

And AP can call all of these guys at best "friends of the brand"... love it or not if you want real brand ambassadors you must look at the mostly unloved Richard Mille and the way they do this part of marketing business...

Oh! How could I forget all the F1 collabs. Here's a nice primer on them:

https://quillandpad.com/2023/09/04/3...acing-drivers/

[Eastie]

Originally Posted by yoast

The more a product is endorsed, the less interesting it becomes to me

Yeah, I'd tend to agree. The only exceptions to me are Rolex and Richard Mille. Both have done an incredible job of reinforcing their brand image using ambassadors:

Rolex = excellence. They only endorse the best (Roger Federer, Carlos Alcaraz, Jack Nicklaus, Tiger Woods)

Richard Mille = Cutting edge technical & materials science. Their watches endure the most demanding circumstances (Rafa Nadal 5-set matches, Charles Leclerc pulling 5G turns in a F1 car)