MB&F HM3 ReBel Watch

by Ariel Adams (RSS feed)
Mar 8th 2011 at 12:02PM

The minds behind popular boutique high-end watch brand MB&F are always thinking, and often quite clever. While not necessarily obvious, the new special version of their Horological Machine number 3 called the "ReBel" is actually the first of a series of timepieces that give a less than likely source a bit of celebrity - the watch retailer. Each year many timepieces are made in honor of a brand's relationship with a celebrity, hoping that the connection with lure the attention of consumers. Such campaigns require loads of marketing investment as well. For a smaller brand like MB&F, instead of massive budgets, it is their retailers combined with their own clever marketing tactics that spreads word of their wares. So why not leverage that a bit more by making your retailers celebrities?

The MB&F HM3 ReBel is dedicated to Laurent Picciotto, the proprietor of the high-end watch store in Paris called Chronopassion. The watch is a lefty version of the HM3, meaning that built inversely to operate on one's right wrist, versus their left wrist. The case is done in 18k white gold, that has been PVD black coated for a dark gray finish. Inside is an automatic movement. Only 18 of these watches will be made. You can learn more about the base HM3 watch here.

Aside from mere appreciation, why is it a good idea for MB&F to celebritize their retailers? Part of the reason might have to do with leveraging that retailer's own efforts to not only sell those special watches, but to further popularize the brand among that retailer's clients. A retailer who has a specific watch made in their honor will go to greater lengths to promote it. This extremely intelligent move by MB&F offers valuable lessons to others, and is further evidence of how smarts and will can do as much as large marketing budgets. MB&F has stated that in the future it will work with more "superstar" watch sellers all over the world in the creation of other special versions of their Horological Machines.

Ariel Adams publishes the luxury watch reviews site aBlogtoRead.com.

Gallery: MBF ReBel watch