A decade ago if you asked 100 luxury brands in a room for a show of hands as to how many had engaged in a strategic partnership or collaboration with a kindred-spirit luxury brand, you would be lucky to see five hands raised.
Partnering with a celebrity gives a brand an opportunity to reach potential consumers that might otherwise not be as interested in its merchandise, but it is not as easy as picking a face and making a quick phone call.
Richemont-owned Piaget is celebrating its sixth year of sponsoring the United States Polo Association Gold Cup and its status as the official timekeeper of the International Polo Club in Palm Beach, FL, with a new timepiece.
Starwood Hotels & Resorts is boosting incentives to join its Starwood Preferred Guest membership by offering a partnership with Delta Air Lines to give members additional benefits while traveling.
Hotel chain Ritz-Carlton is bolstering membership in its frequent stay program Ritz-Carlton Rewards for guests in China through a partnership with German automaker Mercedes-Benz.
Fairmont Hotels & Resorts is partnering with British Airways to offer frequent guests who are also members of British Airways Executive Club bonus points each time they stay at Fairmont.
Swiss watchmaker Tag Heuer is using brand ambassador and racecar driver Lewis Hamilton as the focus of a new digital project from the brand titled “The Ultimate Lap.”
Hilton Hotel-owned Waldorf Astoria and Italian footwear manufacturer Salvatore Ferragamo have partnered for the designer’s first fragrance and bath products collection offered to guests at Waldorf Astoria hotels.
German automaker Mercedes-Benz has named American designer Derek Lam as the Mercedes-Benz Presents designer, a move that will further integrate the automaker with on-the-edge design and style.