Videos

Paul Smith bike for Mr Porter The timeliness of the Tour de France offer both Mr Porter and Harrods the perfect opportunity to engage consumers with their bicycling products. Cycling connections When luxury brands link up with certain sports, shared values are emphasized. For example, British automaker Jaguar was taking its social media followers on a historic bike ride from the United Kingdom to France through the Eurotunnel. Jaguar partnered with Team Sky to cycle under the sea with 2013 Tour de France winner Chris Froome. The brand attempted to circle the ride back to itself and its consumers with the hashtag #KeepPushing, a concept that encourages Jaguar Land Rover and its enthusiasts to continue to push the limits of technology, experiences and goals (see story). In this case, the connection between the sport and brands may be from the values, but they also stem from the location of the Tour de France and the products sold by brands. “Mr. Porter brings a unique narrative and broader understanding of cycling,” Mr. Ramey said. “It takes the sport and makes it an art. “Luxury brands and health possess a natural rhythm,” he said. “Mr. Porter, by covering cycling, tells its readers what is important to them.  Matching values helps to create long term relationships.” Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York

Video featuring the watch and Laureus Sport for Good Foundation The special-edition watch is the eighth annual edition and has stainless steel bears for the engraving. The theme of the drawing contest was time to play and the winning picture features several kids in a winter scene. Also, the watch has a blue dial finish, the color of hope for the Laureus Sport for Good Foundation. It features 38 jewels and a black alligator leather strap. One thousand watches were made for the edition and are being sold for $13,200. Active philanthropy Engaging younger generations through design promotes a brand to future consumers and offers an opportunity to engage positively with the public. Other watch brands have taken the opportunity to connect with the youth to help them raise awareness. For example, Swiss watchmaker Breitling was looking to increase the awareness of its Breitling Scholars program and raise funds for education through the auction of a collectible timepiece. The watchmaker auctioned the first model of its limited-edition Naval Centennial Airwolf watch, of which only 500 were produced. The Breitling Scholars funds benefited the National Flight, which encourages science, math, engineering and technology education (see story). Similarly, Italian fashion house Versace touted the design process behind its watches by hosting a student competition called Versace Watch Talent. The label’s Swiss watches were produced through a licensing agreement with Timex Group that began in 2004. By asking students at Swiss horological university École d’Arts Appliqués de La Chaux-de-Fond to reinterpret its designs, Versace could generate awareness of its brand, watches and craftsmanship (see story). The nature of competition mixed with a special-edition watch and the benefits that cycle back to children create a positive depiction of the brand. "IWC Schaffhausen doesn't want to reach children," Mr. Ries said. "They want to reach parents. "Actually that is a very good idea," he said. "Most parents would be more interested in a contest for their children than they would be in a contest for older people. "As a general principle, you can be more effective reaching parents by focusing your marketing programs on their children." Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York

Teaser video The actual video was released a few days after and is two-minutes, 20-seconds long and focuses primarily on the trip through the tunnel. The black vehicles are seen with the bikes on top and a Jaguar billboard is shown as the cars drive to the tunnel. Jaguar's video of the endeavor Mr. Froome starts his journey and his voice is heard speaking about his experience. He says it feels like he is on a conveyer belt with the lights and is it strange to be so far underground. The video ends with a still image of him and then a black screen with #KeepPushing across it. Jaguar with bikes on top

Jaguar's video of the endeavor Mr. Froome starts his journey and his voice is heard speaking about his experience. He says it feels like he is on a conveyer belt with the lights and is it strange to be so far underground. The video ends with a still image of him and then a black screen with #KeepPushing across it. Jaguar with bikes on top