The term DNA is kicked around a lot by sports teams and luxury brands. The world’s most famous luxury brands have been making claims about their DNA for decades, with the DeWitt luxury watch brand the latest to enter the market. The founder of DeWitt, Jerome, has not been shy about his ancestral links to the French Emporer, Napoleon Bonaparte. The latest limited edition release from the DeWitt brand takes the DNA tagline a step further by including a strand of Napoleon’s hair in every wristwatch.
The DeWitt brand of luxury watches has been moving forward with a rebrand over the last few years to focus on its links to the French Emporer. Upon launching his luxury wristwatch brand in 2000, Jerome DeWitt was quick to explain his ancestral links to the leader of the French forces at Waterloo. However, it was only in 2021 that the DeWitt brand decided to use its ancestral history as part of its latest marketing campaign. Although he is a descendant of Napoleon, Jerome DeWitt had not pushed forward his links to the French Emporer until the last few years.
The inclusion of Napoleon’s DNA
The question on the lips of wristwatch experts was, how can DeWitt include the DNA of Napoleon in its watches. The answer is that the DeWitt family recently invested in a small amount of Napoleon’s hair at an auction. Monaco’s Royal Family sold a large number of memorabilia linked to the French Emporer, including a box containing a lock of his hair. Jerome and Vivianne DeWitt attended the auction and purchased the lock of Napoleon’s hair for around $50,000. The lock of hair was just one of 1,000 items sold by the Royal Family of Monaco at the auction. The star item being Napoleon’s two-cornered hat that was sold for over $2 million to a South Korean business leader.
Including the DNA of Napoleon
Including the DNA of napoleon in the design of a limited number of wristwatches from the luxury DeWitt brand was not an easy thing to do. The design of the faces of the watches had to be altered to include the strand of hair, which is varnished and set onto the face of each watch. The DeWitt brand has created 10,700 limited edition watches, with some designs now bearing an image of the former Emporer to highlight the brand’s lineage.
A new marketing campaign
There is a range of new materials available for those who are looking to own a watch with a link to Napoleon. The DeWitt brand has unveiled a line of new marketing materials designed to bring the ancestral links to Napoleon to the forefront of customers’ minds. The latest marketing tagline for the luxury wristwatch manufacturer is “For The New Emporers.” The brand has decided to push forward its links to Napoleon as it continues to climb the ranks of the world’s most impressive wristwatch manufacturers.
Not only the highest cost watches
One of the most impressive aspects of the new campaign from DeWitt is the inclusion of several watches from its list of designs. The DeWitt brand has become popular for its impressive design, with the company bringing forward its successful design pedigree to make its new range as popular as possible. Customers looking to purchase a watch with a strand of Napoleon’s hair on the face can do so for a relatively low cost. The range of watches containing the strands of Napoleon’s hair includes the Glorious Knight HMS and Glorious Knight Chronograph designs. The Swiss watchmaker has preserved the hair on each watch with varnish, with the Napoleon DNA range starting at 10,700 Swiss Francs.