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Star Marketing

16 march 2009

The beginning of the year in the United States is highlighted by a long row of ceremonies in the world of music and cinema. Traditionally, this period is used by the Diamond Information Center and many jewelry companies for jewelry promotion. In the run-up to major events of the coming season DIC organizes a preliminary diamond show for celebrities and their stylists. As is reported, this year there was $45 million worth of diamond jewelry on display.

The show was run at the Beverly Hill Hotel and featured some of the most exquisite red carpet diamond jewelers, such as Bulgari, Fred Leighton, and Tiffany & Co.

Celebrities’ designer Neil Lane was an undisputable leader of the awards ceremony held by the Screen Actors’ Guild.

“Overall, I think people are moving towards the more classical,” Lane said in his interview to Herald de Paris.

“We are sending jewelry all over the world, because there is a red carpet, sometimes six or seven red carpets, all around the globe on every other day of the year. But Hollywood actors have become the style icons. Twenty years ago, all the magazine covers had models on them. Today, the models have been replaced by actresses,” Lane says.

He stressed that Hollywood icons replaced the traditional high society sets in public perception.

“Those are very closed social circles now, and people do not recognize them like they used to. But pick up People Magazine or one of the weeklies, and what you will find is images of actresses,” Lane says.

The inauguration of the new U.S. President was a turning point for jewelry designer Loree Rodkin, the jewelry guru of Michelle Obama, Jewelry Insider informs.

In total, Rodkin was selected for four key Obama moments: Election Night, The Inaugural Concert, Kids Inaugural Concert on The Disney Channel and the Inaugural Ball. All pieces worn to The Inaugural Ball will become part of the permanent collection of the Smithsonian Museum.

According to the jeweler’s press release, Rodkin is an American designer who attracts a clientele that is strong, hard-working, feminine, independent, fearless and outspoken. She bedecked funky Oscar-winning writer, Diablo Cody, for the Oscars, as an example.

As for the President himself, he is hardly going to be a marketing star for jewelry and watches. Partially this is due to security considerations since the President’s watch is chosen with the assistance of security services. Besides, the U.S. President is subject to certain ethical restraints.

As National Jeweler reports, for the inauguration Obama wore the black-dial chronograph watch which Secret Service agents gave him when he was still a U.S. senator. It was a gift for Obama's 46th birthday, and it came from the Secret Service employees' store.

Though the Secret Service employees' store is not open to the public, the Obama watch - without the Secret Service shield - can be purchased from the manufacturer, Jorg Gray for $325.

TAG Heuer confirms that as recently as 2007, Obama wore a TAG Heuer Series 1500 Two-Tone Diver's Watch.

Meanwhile, Omega has laid claim to having Vice President Joe Biden as a fan in a recently issued press release. Specifically, Biden wears a stainless steel Omega Seamaster timepiece worth $2,080.

Insofar as Tag Heuer is concerned, it is reported that actor Leonardo DiCaprio is to be the new face of the luxury watchmaker. He replaces Brad Pitt, who served as the luxury watchmaker’s ambassador for six years.

DiCaprio has reportedly signed a three-year-contract with the luxury brand and will model the watchmaker’s Carrera Day-Date timepiece (worth £4,000). According to reports, DiCaprio will donate part of the multi-million dollar-commitment and royalties generated from the deal to support environment campaigns. Ads showing the actor wearing the model will appear on billboards and in luxury magazines in the spring.