Perspective: Hey, Tough Guy

In the long history of celebrity endorsements (Mark Twain, let us remember, was plugging Great Mark Cigars as early as 1875), brands have learned that while a famous face is the key requirement, a close second is relevance: a credible, believable connection between the endorser and the endorsed. Perhaps nowhere is that linkage more important, or obvious, than in the Macho Man genre.

Man of the Hour

Literally and figuratively, Breitling is a brand with time on its side. Not only has the renowned maker of chronometers been in business since 1884, the demand for the Swiss firm’s timepieces is such that (so the story goes, anyway) only about 150,000 watches a year leave its Grenchen workbenches.