Sports stars give leading watch brands an edge in race to the top

The pursuit of excellence drives all watchmakers as they release each sophisticated timepiece.

They want their brand to exude prestige and to welcome every collector as part of an elite community. That’s why they communicate their brand ethos through a select group of ambassadors – athletes.

Right now, no athlete exemplifies brilliance and success more than Argentinian football maestro Lionel Messi. His transcendent performances for Barcelona, coupled with his drive to raise the bar, persuaded Audemars Piguet to draft him as an ambassador in 2010.

As far as the Le Brassus brand is concerned, Messi’s mastery of the beautiful game perfectly embodies its philosophy: “To break the rules, you must first master them.”

The Swiss watchmaker limited the Royal Oak Leo Messi Chronograph to just 100 pieces. Executed in platinum, the watch is a fitting tribute to arguably the best footballer in the world.

Of course, when one mentions Messi, Cristiano Ronaldo is unlikely to be far behind. Traditionally, Tag Heuer, through its association with speed and Formula One, turned to motorsport for brand ambassadors, such as Ayrton Senna, Sebastian Vettel and Lewis Hamilton. But with Ronaldo’s relentless demand for perfection, having the Portuguese captain in its fold was simply a no-brainer for the luxury brand.