As the luxury market in the UAE continues to bloom, an increasing number of luxury global brands are approaching local Emirati celebrities to be the face of their brand in order to appeal to their growing consumer base in the region.

Swiss luxury watchmaker Jaeger-le-Coultre has just selected Emirati entrepreneur Mohammad Sultan Al Habtoor to be their “friend of the brand” and representative at local and international events (following in the footsteps of Diane Kruger and Clive Owen). He’s well recognised in fashion circles in the region and founded the House of glaMo art and design company. Al Habtoor will promote Jaeger-le-Coultre’s new Grande Reverso Ultra Thin watch.

In May, Emirati filmmaker Ali Mustafa, who directed the 2009 film City of Life, was chosen by Dubai luxury retailer Ahmed Seddiqi & Sons to represent high-end Swiss watch brand Hublot. Mustafa has also acted as the regional ambassador for British men’s fashion brand Alfred Dunhill.

Last year, French fashion house Nina Ricci named Dubai socialite Lina Samman as its “face” while adidas partnered with Emirati footballer and Al Jazira Club player Subait Khater Al Mekhaini. Similarly, Canon appointed Emirati filmmaker Nayla Al Khaja and respected Emirati rally champion Mohammad Bin Sulayem, has been the face of luxury sportswatch maker Tag Heuer for the past four years (previous faces in the West include Leonardo DiCaprio). And the list goes on,..

By making local personalities brand ambassadors, companies are becoming more appealing to an audience which makes up one of their biggest markets in the world. According to a study conducted by the Italian association of luxury brands Altagamma and UAE-based luxury retailer Chalhoub Group, the regional luxury market is estimated at 4.1 billion euros (Dh21.62 billion), with a 7.8 per cent projected growth this year.

For the ambassadors themselves, the decision to represent a specific luxury brand is also carefully thought out. There has to be something in it for them. Most of the time it’s recognition and money but as Hublot ambassador Mustafa rightly puts it, “getting to keep the cool stuff is a very nice benefit too.”

Source: www.gulfnews.com
(Hyperlink: http://gulfnews.com/life-style/beauty-fashion/international-brands-are-going-local-1.821497)