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Hublot wall clock on Seabourn ships
Swiss watchmaker Hublot is increasing brand awareness to affluent travelers through branded wall clocks on Seabourn ships as the new official timekeeper of the cruise line.
The watchmaker seems to be expanding its partnership portfolio beyond sports-centered brands. This move could help Hublot gain brand recognition to a new consumer group that is willing to spend while on vacation.
“Our customers are seeing and buying Hublot when visiting resort cities like Costa Smeralda, St.Tropez, St.Barth, Courchevel, Aspen and others,” said Jean-Claude Biver, chairman of the board of Hublot, Lausanne, Switzerland. “There is no reason why they should not meet Hublot when they are on a cruise ship.
“Seabourn is the most prestigious crew ship and as such it will bring us a certain image transfer,” he said. “The same for Seabourn, which also gets an image transfer from Hublot.”
“The goal is to offer to our customers the chance to buy and find the right Hublot when they are not under stress and when they have plenty of time.”
High seas
Each of Seabourn‘s six all-suite ships are displaying the time on Hublot wall clocks, which mimic the face of the brand’s wristwatches.
In addition, Hublot will have a “stylish presence” on Seabourn’s Web site and other marketing materials, per the watchmaker.
Hublot timepieces will also be offered during select cruise itineraries through trunk shows.
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Hublot wall clock in Seabourn ship
The watchmaker is looking to use its title as the official timekeeper of Seabourn ships to align its porthole-styled timepieces with luxury cruising, per Hublot.
Furthermore, both brands share “passion for the sea, a love of sport and the quest for performance and excellence,” per Mr. Biver.
Hublot will raise awareness for this partnership primarily via social media. It will also highlight the partnership through retail stores and its Web site.
A good sport
Hublot seems to use sports partnerships to align with an active lifestyle.
For example, Hublot was named the official watchmaker and official watch of Formula1 racing in 2010. It created 10 limited-edition Formula1 timepieces to celebrate the partnership.
The watchmaker is also the official timekeeper and watch of the 2012 UEFA European Football Championship, official timekeeper of the 2014 FIFA World Cup, official watch and timekeeper of Manchester United soccer club and official timekeeper of the Football Club Ajax.
In addition, Hublot teamed up with Miami Heat basketball players Dwayne Wade and Udonis Haslem this summer for an exclusive product that benefited a charity to support at-risk families and education efforts in South Florida.
Hublot is the official watch and timekeeper of the basketball team (see story).
Meanwhile, the watchmaker’s new partnership with Seabourn could help it extend its lifestyle association to a new group of affluent travelers.
The Hublot wall clocks will likely be used often since time is an important notion on cruise ships. For instance, meals and entertainment are scheduled each day.
Overall, the partnership should offer more to consumers than the two brands separately, for it to be successful, per Karen Kreamer, president of K2 Brand Consulting, Overland Park, KS.
“Brand partnerships are strategic relationships designed to deliver benefits to both brands, both real and perceptual,” Ms. Kreamer said. “As the official timekeeper of Seabourn, the use of onboard Hublot wall clocks provides an opportunity to showcase the brand in action, lending authenticity and credibility to both brands.
“From Seabourn’s perspective, it is delivering on the luxury and exclusivity expectations of its customer base,” she said. “The common thread across both brands is the passion for the sea.
“A partnership strategy for luxury watch brands will work if the products and services offered by the partner company provide a customer experience consistent the desired image of the luxury watchmaker.”
However, brand partners must get the positioning right, and Hublot and Seabourn may have missed the mark, per David Doze, president/CEO of Pilot PMR, Toronto.
“You would not think precision timing would be the first measure of success for a luxury cruise, but, then again, the Hublot-Seabourn announcement should be more about positive brand affirmation than it is about telling the time,” Mr. Doze said. “What we have here are two credible, luxury brands seeking market cross pollination.
“Being the official timekeeper on an ultra-luxury cruise is not entirely positive,” he said. “It might be great for Formula1 or America’s Cup, but in this instance, for me, it is attune to the inexperienced waiter anxiously waiting to turn the table over at an elegant restaurant.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York