Luxury Swiss watchmaker Raymond Weil looked to bolster the marketing of its Shine collection last week with a musical collaboration with UK X-Factor finalist Saara Aalto.
The brand co-hosted a special event alongside Finland’s singing sensation, who was one of the stars of the ITV series. The Shine event, at Westerback 1897 Stockmann Helsinki City Center, saw Raymond Weil CEO, Elie Bernheim, welcome Aalto.
Watches in the collection feature a unique interchangeable strap mechanism, allowing the watch to don multiple personalities through different strap and bracelets combinations.
More than 8,000 Westerback customers and fans of Saara Aalto turned out to welcome the singer back to Helsinki following her hugely successful appearance on The X-Factor UK.
Celebrity guests in attendance included Michael Monroe, Aira Samulin (, Nasima Razmyar, Raili Hulkkonen, Rakel Liekki and Marko Bjors. Guests enjoyed a VIP champagne reception on the 8th floor of Stockmann. The event culminated in a performance by Aalto, performing an intimate acoustic set of some of her best-known tracks.
Elie Bernheim commented: “This evening was a fantastic moment for Raymond Weil in Finland. For us to be working in collaboration with Saara Aalto in her home country to achieve such a wonderful event has been a great opportunity for the brand.
“As a brand, we pride ourselves on identifying true talent and assisting these creative individuals by offering them the opportunity to benefit from our global marketing capabilities. Saara is absolutely the right fit for Raymond Weil and we look forward to a long and successful relationship with her.”