What’s in a name? A lot, especially when it comes to watches. Companies pay handsomely to link famed names to their wares, signing them as ambassadors, publicising them as friends of the brand, never mind what the perceived need for such endorsements says about the product.

But an even bigger challenge to credibility is the fleeting nature of some commercial marriages. Grand prix drivers and sports folk feature strongly in this scenario. Team swaps and greener fields have lured the legendary Michael Schumacher from Omega to AP, Roger Federer from Maurice Lacroix – remember that brand? – to Rolex, Mark Webber from Tag Heuer to Casio to Chopard to Rolex, Daniel Ricciardo from similar beginnings to Bell & Ross, to Richard Mille to … nowhere, and Novak Djokovic abandoning Seiko for Hublot. And now, the omnipresent Lewis Hamilton is leaving long-term horological spouse IWC for the Ferrari-linked Richard Mille.