Co-branding

Refers to a partnership of two or more independent brands, aimed at contributing their unique strengths to enhance the market position of the product they collectively represent. This alliance offers shared benefits in terms of elevating brand image, expanding customer reach, and boosting sales. While each brand retains its identity, it benefits from the other’s reputation. A prime example of this is the collaborative watch model from Jaeger-LeCoultre and Aston Martin. The watch is engraved with logos from both manufacturers on the caseback and features a dial inspired by the dashboard counters of Aston Martin cars.