It’s not the first time that a major celebrity has invested in the market, and DiCaprio joins a growing list of stars, from DJ-producer Steve Aoki to singer-songwriter John Legend and actor Kevin Hart, who are taking the leap into the world of luxury watches.

For ID Genève, the opportunity to collaborate with a figure as socially responsible as DiCaprio was a no-brainer. Speaking about the partnership, Freudiger notes that he had “always been interested in working with a global environmental advocate like Leonardo DiCaprio, and we’re thrilled this partnership has come to fruition”.

He is hoping that “this synergy will not only give us a louder voice in championing sustainable practices, but also inspire and challenge our peers in the luxury sector and beyond to prioritise environmental practices”.

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DiCaprio, who has previously helped to fund companies that align with his sustainability focused values, such as plant-based food brand Beyond Meat and LØCI cruelty-free trainers, echoed this sentiment in a press release issued by the company: “I am thrilled to be an investor in ID Genève, a brand that’s driving change in the luxury industry and beyond by consistently innovating and focusing on circular economy principles.”

“Ronaldo is the most passionate watch enthusiast in the sports world and has shown his reverence for luxury watches on many occasions. His enthusiasm for the craft of watchmaking, its inherent precision and his interest in the watch market are certainly values that Chrono24 and Ronaldo share,” says Tim Stracke, founder and chairman of the board of Chrono24.

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Stracke, who declined to disclose the amount of the stake, says money was not the reason for bringing Ronaldo on board, but the impact the superstar footballer has on several levels, including bolstering customer trust.

“Security, reliability and trust are top priorities at Chrono24. Through several interlocking systems, processes and tools, we create a secure environment for our customers to buy and sell luxury watches. With Ronaldo’s investment, we show that even superstars appreciate this promise and have confidence in Chrono24,” Stracke says.

More recently, Latinx artist J Balvin became the newest celebrity investor in Bezel, a tech-first, luxury watch marketplace with a growing roster of notable backers such as Hart, Legend and former NFL player Emmanuel Acho. Balvin, who is known for his boundary-pushing style, is also a collector of remarkable timepieces, owning a Richard Mille 12-01 Blue Sapphire, Jacob & Co.’s Astronomia and a Patek Philippe Nautilus. “Watches have always been a passion of mine,” Balvin says. “I’m excited to join Bezel in their efforts to create the new standard for luxury watch shopping.”

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Launched in 2022 by Quaid Walker, Chase Pion and Darryl Johnson, Bezel is dedicated to providing a fully authenticated buying experience for young consumers and has raised US$10 million, including Balvin’s investment. With Balvin on board, the goal is to “build a brand in the secondary watch market that resonates and feels native to the next generation of collectors,” according to Walker, Bezel’s co-founder and CEO. “Balvin certainly is a tastemaker for this younger collector base, so his involvement only accelerates our ability to do this.”

Beyond the monetary value that such financial investment provides, it’s clear that the watch world’s increasing association with celebrity backers is a strategic move that leverages the emotional connection fans have with their idols. This synergy enhances a brand’s desirability, ensuring credibility and a greater trust in the company as the watch market expands.