July, 2013 – This article from Luxury Daily discusses watchmaker Raymond Weil aiming for younger consumers through a sponsorship of new musicians promoted by This is Wired. (http://www.luxurydaily.com/raymond-weils-music-partnership-targets-young-consumers/)
By Joe McCarthy
Swiss watchmaker Raymond Weil is aiming for younger, aspirational consumers through a sponsorship of music platform This is Wired to promote emerging talent.
Linking up with a rising music scene will likely help Raymond Weil to win favor among a younger audience that may develop loyalties to the brand. Additionally, by emphasizing its commitment to uncovering only the best talent, the brand does not dilute its image.
“Through this partnership with This is Wired, Raymond Weil may attract some new consumers from among those involved in the music industry and related fields,†said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“It is also possible that some of Wired’s general audience will have sufficient wealth to be a prospect for a Raymond Weil watch,†he said.
Mr. Kurtz is not affiliated with Raymond Weil, but agreed to comment as an industry expert.
Raymond Weil was unable to comment by press deadline.
Before the lightning strikes
This is Wired, founded by Kate Bond and Michael Duke, helps to uncover and propel talent before it breaks into the mainstream or fades into obscurity.
The platform also represents a tight-knit community in which musicians can grow.
Raymond Weil is helping to promote bands recognized by This is Wired on its social media pages.
The brand is using its marketing resources and knowledge to generate as much interest as possible for musicians.
Also, the brand is displaying music videos on its Facebook page.
In addition, Raymond Weil is funding the creation of performance videos that will be provided to artists for social media use.
The watchmaker is recognized on This is Wired’s Web site with a banner at the top of the page.
Keep the tour moving
The watchmaker is also involved in other areas of the music industry. It recently recognized rock band Vampire Weekend with the Raymond Weil International Artist Award at the Nordoff Robbins Silver Clef Luncheon June 28 in London.
Raymond Weil has sponsored the Nordoff Robbins music charity for 11 years.
Also, Raymond Weil celebrated its sixth year as the official watch and timing partner of the BRIT Awards by creating two special-edition timepieces.
The awards show, which celebrates British and international musical achievement, took place Feb. 21 at The 02 Arena, London.
Raymond Weil marked the occasion by giving the two special-edition timepieces to key artists, presenters and performers.
In addition, the watchmaker showcased its expertise with a classical music-themed campaign that comprised a microsite, film and social efforts.
The campaign titled “Precision is my Inspiration†showed the brand’s connection to music and the similarities between music and watchmaking. Besides launching the microsite, the brand pushed the campaign on social media with the branded hashtag #RWinspiration.
With this new initiative, Raymond Weil demonstrates that it has a fun, energetic side.
“Partnerships across different industries can create exposure and goodwill among market segments that are new to one of the partners,†Mr. Kurtz said.