Product placement in music videos is usually associated with pop and hip-hop artists, but not so much with indie stars. Well, things have changed.

Swiss luxury watchmaker Piaget recently teamed up with Florence Welch, English singer who’s the lead singer in the band Florence + The Machine. The band’s debut album Lungs, released in 2009, was a huge success and has been in the top forty in the UK for sixty-five consecutive weeks. It was one of the best-selling albums of 2009 and 2010. Lungs also the best British Album award at the 2010 BRIT Awards and was the band was nominated for the Best New Artist at the 53rd Grammy Awards.

Florence + The Machine’s next album Ceremonials will be released on 31st October 2011. The lead single “Shake It Out” was released online in September while the standard release will be out on 11th October.

Piaget Possession watch in Florence + The Machine's music video Shake It Out (2011, Island, screen capture)


There is an interesting product placement in the “Shake It Out” video: we could see Florence wearing a beautiful Piaget watch. Piaget stated on their official site that:

“Florence chose the iconic and fashionable Possession watch to adorn her wrist. The luxury fun watch perfectly captures the dramatic, theatrical essence of this music video. Her elegant and stunning look is accentuated by a dazzling Limelight white gold, diamond and onyx ring. To further compliment the modern and vibrant mood, Florence wears two rings from Piaget’s iconic Possession collection throughout the music video: one classic Possession Entrelacée ring in yellow gold and one more opulent that is lightly paved with diamonds where the bands dance beneath Florence’s fingers.”

So … Florence chose Piaget and not vice-versa? Ok, I don’t have a problem with that, but in any case the connection seems logical and well-suited. I can’t imagine Piaget watches in some Pitbull’s or David Guetta’s video. However, Piaget’s collaboration with Florence wasn’t their first foray into product placement business. In the beginning of 2011 Piaget has been seen in the Tinie Tempah’s video The Wonderman, with their Polo FortyFive chronograph titanium watch.

Piaget Polo FortyFive watch in Tinie Tempah's music video The Wonderman (2011, Parlophone, screen capture)


Piaget’s product placement in that video was nicely done, but I’ve got the feeling that they might’ve missed the right target group. If you’re a luxury watchmaker and you’d like to address younger target groups, then Florence + The Machine is a better option than Tinie Tempah. In my opinion he’s more suitable for watches such as ICE or Swatch. You can check examples of product placement by watchmakers in several blog posts on Brands&Films.

Piaget’s watch looks great on Florence, though.


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