- Certain brands prefer longstanding relationships, like Rodger Federer with Rolex
- By choosing Cara Delevingne, Tag Heuer hope to appeal to a younger market
- Some brands have no ambassador, or, like Elvis for Hamilton, choose one who is dead
This is part of a series dedicated to Baselworld 2016. Josh Sims is a freelance writer, watch expert and author of "Icons of Style".
(CNN)Florence Welch may not be a well-known name to people of a certain age, but that didn't stop Gucci from announcing the singer as their new face of watches and jewelry.