Page 117 - Ocean Blue World 27th Edition
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On April 10, 2021, Audemars Piguet and Marvel Comics announced the launch of their first collaboration at a charity event which raised $8 million from the auction of a unique 18k gold
Black Panther watch.
The partnership also spawned a limited series of just 250 watches, which retail at $150,000, targeting consumers with a strong emotional connection to the powerful character that first debuted in the ‘70s, showing once again how valuable intellectual property can be.
It’s a strategy the company is taking straight to the bank. Disney took in $54.7 billion worldwide in merchandise sales alone in 2020.
For today’s consumers, exclusivity is not simply tied to price, but to the knowledge and understanding of current cultural trends, making pop-culture referencing a perfect pairing for modern brands.
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