丁俊晖与腕表都追求极度精准

中国斯诺克传奇人物丁俊晖，早前现身大连，出席知名瑞士钟表制造商真力时（ZENITH）的活动。真力时于7月开启“时间进化论”大型钟表巡展，大连是首站。身为真力时品牌大使的丁俊晖开出穿越“时光隧道”的一球，揭幕巡展。

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巡展在大连揭幕，

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然后将走进鞍山、沈阳、长春、

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北京、天津、武汉以及成都

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丁俊晖2016年签约真力时，成为品牌首位来自中国的体育界代言人。活动当天，丁俊晖佩戴的是真力时DEFY EL PRIMERO 21静谧蓝腕表，橡胶表带覆以鳄鱼皮涂层。

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丁俊晖腕表真容

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腕表与体育存在天然的联姻。任何类型的体育赛事都涉及到计时，这给了作为“计时器”的腕表一个大大方方亮相体育比赛的理由。不过随着腕表越来越强调“配饰”“时尚”方面的意义，腕表品牌赞助体育赛事的定位，也逐渐偏离了腕表原有的“精确计时”功能。

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腕表体育营销的新方向主要有两种，一种是直接通过高人气赛事来传递品牌形象。譬如2018年俄罗斯世界杯的官方计时品牌是宇舶，宇舶的标志出现在换人告示牌等物料中。世界各地欣赏世界杯直播的球迷都会留意到宇舶的形象。

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宇舶的标志在俄罗斯世界杯换人告示牌上呈现

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另一种方向是与面向高净值人群的“高雅运动”结合，例如网球、高尔夫等。相关项目的运动员也是腕表赞助的重要对象。其中像劳力士这种高网大满贯的赞助常客，堪称深入到项目的血液肌理。

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温网激战正酣，劳力士持续亮相大满贯

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在运动员代言人方面，腕表除了挑选“高雅运动”的参与者，也会联姻在整个体坛拥有顶尖名流地位的人物。例如小弗洛伊德·梅威瑟从事的拳击行业，跟“高雅”看着不怎样沾边。但小梅威瑟是全球赚钱能力首屈一指的超级运动员大牌，宇舶认为赞助他是一个英明的决定。

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梅威瑟（左）的拳裤上又见宇舶形象

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真力时赞助丁俊晖，同样重视“高雅”这个角度。丁俊晖接受体育大生意时说：“斯诺克是一项绅士运动，一款优雅的腕表与斯诺克运动员的仪态相得益彰。”

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丁俊晖佩戴腕表参加世锦赛

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但真力时在“高雅”的基础上，重新呼唤腕表“精确”的天职。丁俊晖因此强调，“腕表与斯诺克具有一致的目标：追求极度精准的计算。”

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丁俊晖接受体育大生意专访

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“精确”正是真力时的核心品牌调性。作为精密计时领域的风向标，真力时曾以其测时精准达1/10秒的传奇性El Primero星速机芯而闻名，如今则凭借计时精确至1/100秒的Defy El Primero 21腕表，开启制表领域新纪元。

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真力时全球市场总监克拉丽丝·德乔治提到，真力时在精确计时领域的底蕴十分深厚，与丁俊晖在中国斯诺克的历史地位彼此呼应。这也是双方合作的最大契机所在。

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众嘉宾剪彩揭幕巡展，

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左二为真力时全球市场总监德乔治

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在整体体育营销策略上，真力时与“精确”概念的结合一直十分紧密，例如大力投入讲究时间精确的赛车和帆船运动。在品牌官网的“合作新闻”页面中，介绍的多是与这两项运动合作的新闻。

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两项运动又各有专属特性，与品牌取得共同语言。赛车是追求速度的运动艺术，当速度达到某一个临界点时，哪怕是0.1秒的速度提升都难度可贵。腕表精准度的提升也是一个相当艰难的开发过程。产品与项目由此发生更多交集。

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真力时现身赛车场

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帆船则是与大自然的斗争。一款精准的航海腕表，代表了船长运筹帷幄、船员无惧风浪的气质。

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真力时赞助美洲杯帆船赛英国路虎队

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腕表的“精准”追求，不仅仅在于日常情况下的准确度，更包括其各种极限环境下表现始终保持水准。人类历史上诞生了一批接一批追求极限的冒险者，如今他们也是腕表所青睐的对象。2012年10月14日，奥地利跳伞运动员费利克斯·鲍姆格特纳成为突破音障自由落体的第一人。他从大气同温层边缘的太空舱内一跃而下38969.4米，成功降落在地球表面。真力时为此次里程碑式的一跳担任官方计时商，见证人类历史的同时也表明了品牌追求极限的决心。

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鲍姆格特纳太空一跳时，

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佩戴真力时Stratos Flyback Striking 10th腕表

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被问到真力时下一步的体育营销动作将指向何方时，德乔治给予了开放性的答复——进军新的项目“存在可能”。与赛车、帆船、斯诺克等充分反映“精准”概念的运动合作后，真力时希望为多姿多彩的未来保留一些神秘感。