Tagging Tiger
A: Mine. He was #1 when we signed him in 2002. He’s charismatic, young, generous by nature. The qualities appealed to me.
Q: How do you pick brand ambassadors?
A: We keep an eye on the top existing talents who might make history. For example, we recently signed Sebastian Vettel, the 21-year-old Formula I driver who is being touted as the next Lewis Hamilton.
Q: Who made the first approach? Is it done through lawyers?
A: I called him. I call all my potential brand ambassadors. When a CEO calls personally, the agent or the star knows there’s top management commitment and they’re bound to take you seriously. The lawyers come later.
Q: How long did it take for the Tiger to bite?
A: About six weeks.
Q: What are the terms and conditions?
A: He has to wear the brand on most public occasions and ceremonies, but when he’s playing, he’s free to wear what he likes, as the watches could be a distraction.
Q: How much was the deal worth?
A: No chance.
Q: Does he get a say on brand positioning?
A: He has been extremely involved. Product development is part of his clause, and he is expected to ideate with regards to design, and ad campaigns. He took a lot of interest in the Link Series—our collection of golf watches. We had to send him 10 different prototypes before he said yes!
Q: Are you pals now, or is it strictly business?
A: I’ve known him for six years and we’ve become quite friendly. We exchange calls and SMSes, and it’s not always about watches. When I took my kids to Orlando, he just popped in to chat with them at a coffee shop. You can imagine their faces!
