patrick_y[PuristSPro Moderator]
28404
Is Mainstream Appreciation of Patek Philippe A Good Thing? Plus Rap Music and its Surprisingly Large Influence on Luxury Goods.
Feb 26, 2022,20:30 PM
Moderator Patrick_y explores brand perception and asks if our
appreciation for a brand changes as that brand turns mainstream. And a
little background on how a brand turns mainstream without the use of
traditional advertising nor social media, but with rap music.
American Rapper Future sporting a Patek Philippe Nautilus 5980R and a cigarette burn. Credit: Paras Griffin Getty Images
Patek Philippe and other brands have hit
the mainstream largely in part due to advertising, social media, and rap
music. And what was once a quiet luxury brand is now being rapped
about and desired to be owned by not only watch savants, but by an
increasingly very wide and diverse audience. The photo above features
"Future." Mr. Future is an American Rapper who likes to rap about how
he cheats on multiple women (his audience is not from a country that
supports polygamous marriages) and yet the knowingly scorned woman still
peels grapes for him. He's featured above in a photo with a beautiful
5980R on his left wrist which also has a prominent cigarette burn.
The
following took some research... I spoke with a music historian and a
popular culture expert about why certain brands became more appealing
and how many luxury brands turned mainstream. They pointed out some
aspects of consideration that I didn't immediately realize which I'll
summarize here:
1. "Movies started singling out brands and
department stores as early as the 1950s and 60s. Recall the success of
"Breakfast at Tiffany's" and its enduring sentiment for young girls
worldwide, promoted luxury brands." I was shocked. I reminded my
expert that Audrey Hepburn portrayed a materialistic call girl and
escort, hardly the role model I would want for any child. I was
thoroughly rebutted and reminded of the long-lasting appreciation of
this award winning film.
2. Movies like the James Bond
franchise exposed audiences to the romantic world of luxury goods and
travel as the jet-age set in. Bond movies among others became
increasingly good product-placement movies. I tried to argue that I'm
not influenced by product placement and celebrity endorsements, but I
was quickly convinced that I learned about certain brands completely due
to their movie placement. And that their product placement either
introduced me to the brand or more quickly legitimized the brand had I
only seen it at a department store.
3. Music videos
became popular in the late 1980s and by the mid 1990s when rap music
became very popular, there was a large amount of product placement in
these videos. Perhaps the largest one was in the late 1990s where
multiple rap musicians started to don Burberry and mentioned the brands
Louis Vuitton, Gucci, Fendi, and Burberry by name in their music. A
professor of music history pointed out here, "a large population of
young children listening to rap music could identify more luxury brands
than some doctors and lawyers at the time."
I
eventually sprang my final and most important question to the experts.
"Will the exposure and introduction into the mainstream of these once
niche and in-the-know brands ruin their brand desirability amongst the
traditional audience? Specifically referring to the watch world?" I
was met with this response and I came to my own realization this
response.
Entertainment Industry Expert: "Generally,
no. If you look at how luxury car brands have been mentioned again and
again in rap music videos, it hasn't reduced the appeal of them. There
will always be a segment of the population who will desire the icons of
success. Ask yourself, do you find Lamborghini and Rolls-Royce to be
desirable brands?" And I have to say he's correct. He's even more
correct than he knows, Rolls-Royce Motorcars and Lamborghini Automobili
just had their best years ever, despite the economic crisis and the
automotive parts shortage.
Academic Professional about
Music History: "Combining music and economics has always proven to be a
good business choice for all. Smaller independent brands [like Supreme]
appreciate being mentioned by musicians as this exposure legitimizes
the brand. Established brands [like Gucci and Louis Vuitton] appreciate
being mentioned by rap musicians as this exposure implies to the world
they are still relevant." And, "furthermore, rap music medium is no
longer underground and is well appreciated by those in high society,
Hamilton (the Broadway show) further legitimizes the genre, and history
has shown that jazz music which used to be considered underground music
is now considered a fine art-form." I wholeheartedly agree, I enjoy
jazz very much, and while I didn't especially like Lin-Manuel's
Hamilton, I did find it to be very clever.
My own realization...
While
I personally find the above image of Mr. Future as somewhat surprising
to see him wearing a Patek Philippe, I realize I'm in a very tiny
minority. Would I buy more independents like Ludovic Ballouard, Urwerk,
and MB&F or other brands that aren't rapped about? Maybe. One
thing that my experts convinced me of is to become a rap musician and
rap about all the watch brands, and that this would definitely help me
get myself onto the waiting list for all those hard to get watches! So
if you hear a big rapper rapping about Steel Daytonas, Royal Oaks,
Nautilus, and Journes, don't be surprised if I sold him the lyrics! To
all the future rappers out there, remember you got the idea here on
WatchProSite and remember to post your rapped-about-watches for us to
see!
What are your thoughts about Patek
Philippe going extremely mainstream? Happy for Patek Philippe to get
the recognition it deserves? Or sad that another "well-kept-secret"
brand becomes too mainstream. Does it want to push you towards more
independent brands and non-mainstream brands? Are you going to start
making rap music about watch brands?
Thank you for reading and I look forward to reading your comments! My answers are below as well.