Watch Brands Borrow Some of Music’s Cool

Audemars Piguet, Richard Mille and Hublot are among the makers mining connections with performers for the social media boost and appeal to young consumers.

In 2022, when Mark Ronson, the Grammy- and Oscar-winning D.J., songwriter and super-producer, became a brand ambassador for the Swiss watchmaker Audemars Piguet (A.P.), there was an element of kismet to the partnership.

“I know about A.P. through music,” Mr. Ronson recalled last month on a phone call from his home in New York City. “I probably heard the name Audemars Piguet out loud, for the first time, with the correct pronunciation, in a Jay-Z song.”

Then, about 15 years ago, Mr. Ronson glimpsed a 1980s gold Royal

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