Los Angeles / L’ABBAYE, Switzerland: The Los Angeles Philharmonic, known for its cutting-edge innovation and forward-thinking alliances, partners with prestigious Swiss timepiece manufacturer Breguet in an exclusive, category-first relationship. With this pairing, Breguet becomes the official timepiece of the Los Angeles Philharmonic, marking the first time a luxury timepiece company has sponsored an orchestra in the United States. In addition, Breguet will be the sole sponsor for the gala opening of the Walt Disney Concert Hall’s 2007/08 season featuring renowned soprano Renee Fleming. More than 1,000 people are expected to attend this Thursday, October 4 benefit event.
This partnership marks the first time an orchestra has tapped an official timepiece and the first time a prestigious watch company has participated at such a level with a symphony orchestra. “This relationship is pioneering for both an orchestra and for a prestige watch company, and extends beyond simple sponsorship. This was a unique opportunity to marry haute horlogerie and orchestral music. Both professions share a kind of unique savoir-faire, talent and passion for perfection, as well as many common links: classical musicians and high-end watchmakers play with their instruments with a sense of art to themes written centuries ago. This partnership creates real relevance that resonates to their customer,” said Jon Holman of The Holman Group, the agency which facilitated the relationship on behalf of the Los Angeles Philharmonic. “Moreover, this pairing is another illustration of how prestige companies are reaching beyond traditional advertising to touch their customer in a more direct, one-on-one fashion,” he continued.
Breguet, the pinnacle brand of the Swatch Group Ltd., has always been attuned to the synergy between the beauty and artistry in developing fine timepieces and the inherent and timeless beauty of classical music. The brand sponsors the Summer Classical Music Festival in Lucerne, Switzerland and the “Concours de Musique,” contest in Geneva, among others; this will be the…
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