Watch brands still partying on in the recession

Jewellery brands are increasingly trying to lower marketing costs in the recession. Many are cutting advertising, or at least making sure it is very targeted, and taking PR in house (a very risky move if you ask me). But watch brands seem to be fareing much better, with some seeming to continue to have pockets deeper than the Grand Canyon.

Casio is one such brand. I went to a party for the company’s G-Shock watch brand in London a couple of months ago. While the excesses at the bash were not enormous, celebs such as Dizzee Rascal, Pixie Lott, George Lamb and Mark Ronson were out in force. Whether or not they were paid to be there is unclear but getting celebs to turn up to a party does usually entail giving them some sort of payment.

And last week, Casio has replicated the event in New York. The bash was just as glam as the London event and as live music forms the core of these Summer of Fun parties (Casio’s name for the series of events it hosts over the summer months), out trotted out Kanye West. I’ve heard that Casio paid the rap star $500,000 for a 45-minute set – that’s more than a grand a minute. Incredible.

Another jewellery brand with a big budget for parties is Thomas Sabo. Once a year, the brand hosts an international press party. Much to my disgust, it was held in London this year, meaning that I got the circle line to the event rather than a plane. However, the location of Somerset House was truly incredible and the brand spared no expense in flying over international journalists, providing endless cocktails and also getting Moloko frontwoman and solo artist Roisin Murphy to perform. Also, Alex James of Blur fame was there – not a bad coup for Thomas Sabo as it was the night before Blur’s first comeback gig at Hyde Park.

Seems that in all the doom and gloom, some big brands are still willing to splash the cash on boosting their profiles.