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The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic and social appeals of the watches to more complex ones appealing to self-image and the use of celebrity endorsement. However, some – albeit not all – luxury wristwatch manufacturers have abandoned their use of celebrity endorsers. We note the need for businesses to undertake advertising aimed at appealing to consumer self-image, often reinforced by celebrity endorsement. The paper explores why the celebrity endorsement of brands may be effective or otherwise. We question, however, the cost-effectiveness of celebrity endorsement, and whether methods such as parasocial advertising through social media sites may offer an alternative. Like the brands they …