Fame for hire is hardly a new marketing ploy but watch brands are starting to stay clear of traditional ambassadors to tie up with “friends” who are able to go beyond the sense of a simple cash-for-credibility relationship. We catch up with two such examples: Serena Williams (p.83) and Ragheb Alama (p.79). downturn was temporary, were proven right with a small recovery of their own. Given the economic context, it was therefore hardly surprising to see a gentler pace this year, with noticeably fewer new models. Still, major trends included a strong skew towards vintage-inspired pieces, and complimenting this was a resurgence of slimmer case widths and diameters. Female customers are proving ever more important to positive growth and finally, heritage brands are responding to the demand for better value for money with lowered entry price points, while newer brands upped their game with attractive and competitive new products. It’s very much a buyer’s market, so enjoy it while it lasts.