Full disclosure: I’m a fan of Certina, a brand I’ve often recommended to friends and family, especially when looking for a great Swiss watch at an affordable price. That’s why, when I realized I was sitting next to its CEO, Marc Aellen (above), on a train to Geneva earlier this year, I couldn’t resist introducing myself and boring him with my personal Certina stories: how I loved the vintage-inspired DS PH divers with the iconic turtle engraved on the caseback, or my frustration at how high precision quartz, such as on their Precidrive models, was not getting sufficient attention in today’s mechanically-obsessed watch world.
Aellen, at the helm of the Swatch Group brand since 2020, patiently listened and answered my questions, from Neuchâtel to Yverdon-les-Bains, then towards Morges and even inside the train station in Geneva. While I’m sure he was relieved when we finally went separate ways, the seasoned executive – formerly at Jaquet Droz and Omega – shared many insights along the way. One that particularly caught my attention was the brand’s strategy in sponsoring Padel. If watches are all about timing, jumping on the Padel wave just before the sport became truly mainstream was also a great business move.
The Padel Phenomenon
Unless you live under a rock, or perhaps in the United States – where pickleball has taken the spotlight – you’ve probably seen or at least heard about the Padel phenomenon taking over the world in the past decade. Created in 1969 in Acapulco, the game I would poorly describe as a blend of tennis and squash is played in doubles over a net on an enclosed court, where the players can volley the ball off the Plexiglas walls.
To say Padel has become popular would be an understatement. The number of players has more than doubled since 2014, increasing from 12 million to over 30 million globally. An elegant but fun sport attracting an affluent crowd around the globe is golden territory for just about any watch brand. How did Certina, a humble player by volume and revenue compared to many heavy-hitters out there, manage to become the watch brand associated with Padel? I wanted to understand, and Marc Aellen kindly invited me to come over to his office, in Bienne, to discuss.
A New Direction
When Marc Aellen took over Certina, the world was in the middle of the Covid crisis. Pretty much everything was at a halt. «The pandemic gave us time to sit down, think, and re-think certain things. Our sponsorship of motosports no longer seemed compatible with our focus on clean ocean initiatives, such as our partnership with the Sea Turtle Conservancy. We decided to replace it with something else. That is when the Padel opportunity came into play.»
At that time, one of the few countries in the world that was not under complete lockdown was Sweden, a historically important market for Certina. «When I went to visit, our team there asked me about Padel.» A serious tennis player – he had a tournament scheduled the day after my visit – Aellen had heard about Padel, but that was about it. «The game was in its teething stage in Switzerland. But in Sweden, it had already taken off,» he explained. Already popular in many parts of Europe and Latin America, Padel mapped remarkably well with Certina’s key markets.
All In
Seduced by the game and following his business instincts, the Certina CEO decided to play along – both the actual game, and the opportunity it meant for his brand. To start, Certina sponsored a chain of Padel courts in Sweden. Clubs, national federations, even the World Padel Tour eventually followed. «We organized initiations to show it was fun, accessible, sociable.» The youngest player to have reached world number 1, Marta Ortega is now an ambassador for Certina, and worked with Aellen’s team to develop a Padel-themed watch.
I wasn’t planning on talking about a specific watch here, but having had the opportunity to try on the DS-7 Chronograph Padel Edition by Marta Ortega, I wanted to say a few words. The black PVD chronograph does not just look sporty with its carbon fiber dial – allegedly the same material as the star player’s racket – and Padel ball at 6 o’clock. It’s actually a great watch to play Padel – or most other sports – with. Equipped with a high precision quartz Precidrive movement (accurate to under 10 seconds per year), it can actually withstand the shock of an active game. The fabric strap makes it super light and comfortable, even in the heat. I was also seduced by the fact that while developed by a female champion, the watch is very much of a unisex proposition. (And no, I have no commercial affiliation here, I just really like the watch!)
According to Aellen, the reason the match between Certina and Padel is successful is because it goes beyond mere sponsorship. « Our products are well positioned for the social nature of Padel. You can wear your Certina to play the game, and then keep it on to go out with your friends. » While this could certainly hold for several other watch brands, I see his point: there is a versatility in most Certina watches that makes it a good choice on and off the court. Something nice on the wrist you can enjoy without having to worry about.
What’s Next
When it comes to normal people, the business goal of sponsoring Padel is for those who play the game to get into Certina watches. On a watch-obsessed nerd like me, things went the other way around. My affection for Certina made me want to immerse myself into the world of Padel. I had played in Spain a few years ago and really enjoyed it but back then, courts in Switzerland were hard to find. Now, they are growing like mushrooms, including at my local tennis club in Bienne. Since the interview, I purchased a set of rackets and have already been there to play with one of my kids.
As the popularity of Padel continues to grow, it will be interesting to see how other watch brands position themselves. Will Rolex stick to tennis or try to make its way into its more playful little sister? What if it became a target for Tudor? Various contenders within LVMH or Richemont also come to mind. But for now, Padel is Certina-territory. The brand saw it coming before others and until proven otherwise has a clear path to leverage its first mover advantage. In Acapulco, you would describe this as control del partido.
Smart move and interesting story on how it took place.