zOwie Omega Discussion Forum

: Now for the big question; does it bother anyone
: here that Omega is using such a celebirty
: influence to sell product, I personally

To survive, a company must make their products known and stage them to be well received by the public. Celebrities are one way. They help by making a mental association between the product and a particular level of sportiness, macho, or femininity. That forges the public perception of the styles of the products in the public eye.

Most of this happens at a subconscious level. Consider: why do you associate certain traits, clothing, or accessories with nerds, executives, celebrities, slackers, or hoodlums? Simple, because you learned to associate them that way!

Back in the 1980's, top executives wore pink "power ties." Then it was a sign of power. Today they would look foolish. Yet that tie has not changed--it is the cultural perspective and associations that have changed.

Sure, a watch won't make you into James Bond. But you may well benefit because James Bond or other fictional or real celebrities have created the positive association between a particular style of watch as the mark of a stronger, more outgoing man.

As this image works its way through the culture, more manly men will wear the same or similar style of watch. That further enforces the positive public reaction and association to all men wearing watches of that style.