Bichrono Rafaga
deLaCour and football, a great exception
Samuel Eto’o, founder of the eponymous watch brand – one with inconclusive results – bought a Bichrono without any help from anyone while in Madrid. He asked for the watch to be customised to match the colours of his native Cameroon.
By Joel Grandjean
Editor-in-Chief
Incidentally, deLaCour has the Cameroonian to thank since it is through his initiative that the brand has now gained a solid reputation among international football stars. Is the world of football in the grips of a watch shopping spree? Football players have now become a new target for watch companies. It seems that the competition prevailing in the locker rooms has launched a new trend. How many times has Ronaldo appeared in front of the international press wearing his deLaCour Bichrono and even a belt with matching shapes?
Instead of signing expensive contracts, all deLaCour did was print an exclusive booklet for its most loyal clients (thus avoiding any controversy) listing players who own their watches with pictures of the timepieces they own.
The booklet even featured a timepiece bought by an English player whose photograph they couldn’t publish since he has a contract with a rival brand. But a contract with the trainer of trainers, Jose Mourinho, turned out to be unavoidable, since deLaCour has some parts of its business in Madrid. Mourinho had just been voted Ballon d’Or Manager of the Year. The deal was successful as was the advertising campaign, which was even on posters. The limited edition City Ego sold out. The brand also took no risks when it came to its image since it created a watch with a bit of a ”bad boy” look to it along with some urban codes.
City Ego Mourinho Only Watch
