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Sparkling PR Appointed Official Communications & PR Agency for Frederique Constant in Portugal

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Sparkling PR Appointed Official Communications & PR Agency for Frederique Constant in Portugal

Sparkling PR is proud to announce its appointment as the official Communications and Public Relations agency for Frederique Constant in Portugal.

As part of this collaboration, Sparkling PR will oversee the brand’s communication strategy across the Portuguese market, including press relations, events, influencer marketing, earned media planning, cross-marketing partnerships, content production, media strategy, brand storytelling and communication activations.

This partnership marks an important new chapter for Frederique Constant in Portugal as the Swiss watchmaking Maison continues to strengthen its visibility and positioning within the local market.


For Marina Coelho, Founder and CEO of Sparkling PR, the collaboration also carries a deeply personal meaning. Before founding Sparkling PR, Marina worked with Frederique Constant in Geneva in 2016, an experience that created a lasting connection with the brand and its teams.

“Some partnerships have a story before they even begin. I had the privilege of working with Frederique Constant during my years in Geneva, and I have always admired the people, the vision and the philosophy behind the Maison. Returning today with Sparkling PR feels both like coming home and beginning a completely new journey. Knowing the brand from the inside gives us a unique understanding of how to communicate its values authentically in Portugal.”

Founded in Geneva in 1988, Frederique Constant has built an international reputation for offering Swiss Made watchmaking with strong attention to design, precision and accessibility.

For Sparkling PR, this collaboration reinforces the agency’s growing presence within the international watchmaking and luxury industries. With expertise spanning luxury, watchmaking, jewellery, lifestyle, fashion and culture, Sparkling PR continues to develop strategic communication platforms tailored to brands with strong identity and long-term vision.

The partnership also reflects Sparkling PR’s commitment to delivering integrated communications strategies that combine traditional PR with modern digital visibility, influencer relations, media storytelling and experiential activations.

Sparkling PR and Frederique Constant now begin this new chapter together with a shared ambition: to further strengthen the brand’s presence in Portugal through thoughtful, strategic and impactful communication.

Follow Sparkling PR on Instagram or contact us for more details on this collaboration.

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Quiet Luxury Takes Over Cannes 2026

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Quiet Luxury Takes Over Cannes 2026

Following the conclusion of the Cannes Film Festival on May 23, 2026, one of the clearest takeaways from this year’s edition was the return of quiet luxury on the red carpet.

For the past few years, celebrity fashion has often been driven by virality: sheer silhouettes, dramatic styling, bold statements, and social media “fashion moments” designed to dominate online conversations. But Cannes 2026 signaled a noticeable shift. This year, the focus moved toward refinement and understated elegance.

Rather than competing for shock value, celebrities and luxury maisons embraced timeless dressing, sophisticated tailoring, archival references, and subtle high jewelry styling.

The result was a red carpet season defined less by spectacle and more by confidence.

BELLA HADID AND THE EVOLUTION OF QUIET LUXURY

One of the clearest examples of this shift was Bella Hadid’s Cannes 2026 wardrobe. Known for more provocative red carpet moments in previous years, Hadid embraced a noticeably more refined and sophisticated aesthetic throughout the festival.

Her custom pale silver Prada gown worn during the Garance premiere became one of the standout quiet luxury moments of Cannes, pairing Old Hollywood glamour with understated elegance and Chopard diamonds.

Her second red carpet look further reflected the evolution of quiet luxury at Cannes 2026. Wearing a Schiaparelli haute couture gown with sculptural detailing, designed by Daniel Roseberry, Bella Hadid balanced sensuality with sophistication. The dress inspired by the late Jane Birkin required more than 22,000 hours of embroidery work.

Beyond the red carpet, Bella also leaned heavily into archival fashion, including a vintage Prada Sport Spring 1999 look upon arrival at the festival and several vintage Louis Vuitton and Elie Saab pieces throughout the week.

Other than relying on spectacle, her Cannes wardrobe focused on timeless silhouettes, heritage fashion, and intentional styling: perfectly reflecting the evolution of modern quiet luxury.

Celebrities such as Emma Mackey (Louis Vuitton), Barbara Palvin (Karl Lagerfeld) , and Anja Rubik (Saint Laurent) also embodied the quiet luxury aesthetic throughout Cannes 2026. Moving away from overly theatrical styling, their red carpet appearances focused on timeless silhouettes, neutral palettes and understated elegance. Their looks reflected a broader shift within luxury fashion.


THE FUTURE OF LUXURY VISIBILITY

As Cannes 2026 demonstrated, quiet luxury is no longer simply a passing aesthetic trend, but a broader reflection of how luxury wants to communicate today.

In an era shaped by digital saturation and constant visibility, refinement, restraint, and timeless elegance are becoming more powerful than overt spectacle. This year’s red carpet proved that sophistication and intentional styling can create just as much impact (if not more) than shock value alone.

Follow Sparkling PR on Instagram for more industry insights and highlights from leading international fashion events. Visit our website regularly to stay informed about the latest news shaping the global fashion and luxury landscape.

Photos: Getty Images and Cannes Film Festival.



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Inside the Strategy Behind a Watch Launch

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Inside the Strategy Behind a Watch Launch

What really happens behind a major watch launch?

Before a highly anticipated watch appears across Instagram feeds, collector forums, magazine covers, and boutique windows, months (and sometimes years) of strategic planning have already taken place behind the scenes.

In today’s luxury landscape, successful watch launches are rarely spontaneous. The excitement surrounding a new release is carefully orchestrated through a combination of PR, media strategy, storytelling, exclusivity, and positioning. From embargoed press previews to creator partnerships and immersive events, every touch point is designed to build anticipation long before the public ever sees the product.

THE PROCESS STARTS LONG BEFORE LAUNCH DAY

For major watch brands, launch planning often begins anywhere between six and eighteen months before a release officially reaches the market.

At this stage, teams across product development, communications, PR, commercial, and marketing begin aligning on the overall strategy: the story behind the watch, the target audience, the media approach, the launch timeline, and the markets that will receive the most attention.

In many cases, select journalists, editors, and creators are invited to private previews months in advance under strict embargo agreements. This allows brands to secure editorial coverage, prepare long-form features, coordinate interviews, and ensure that content appears simultaneously across multiple platforms on launch day. The goal is simple: when the watch is finally unveiled publicly, the conversation already feels global and unavoidable.

BUILDING ANTICIPATION BEFORE THE PUBLIC REVEAL

One of the most powerful tools in luxury communication is anticipation.

Rather than revealing everything at once, brands often build momentum gradually through teaser campaigns, cryptic social media content, ambassador appearances, and selective leaks within collector communities. This approach is especially visible around major industry events such as Watches & Wonders, where brands compete not only for attention, but for cultural dominance during a very concentrated media moment.

By the time a launch officially happens, audiences have often already spent weeks speculating, discussing, and sharing expectations online. The recent success of launches such as the RoyalPop, demonstrated just how powerful anticipation and accessibility can be when combined with strategic storytelling and all the social media hype.

A DETAILED WORLWIDE ORCHESTRATION

While consumers often associate luxury launches with advertising campaigns, brands often invest a significant portion of their budgets elsewhere.

Experiential marketing has become one of the most valuable investments in the luxury industry. Brands increasingly focus on creating memorable moments that reinforce exclusivity and emotional connection.

This may include:

  • International press trips
  • Immersive launch events
  • Boutique transformations
  • High-end hospitality experiences
  • Private collector previews
  • Cinematic campaign production
  • Ambassador appearances
  • Tailored creator experiences

In luxury watchmaking, perception is everything. The environment surrounding the product is often just as important as the product itself. Rather than simply generating impressions, brands aim to create desire. And desire is built through emotion, access, and storytelling.

SHAPING THE NARRATIVE BEHIND THE LAUNCH

Luxury brands no longer rely on visibility alone to create successful launches. They build them through carefully crafted narratives, strategic media relationships, and relevant storytelling.

This is where specialized agencies play a fundamental role. Acting as the link between brands, media, creators, and audiences, agencies help transform product launches into moments that resonate far beyond the industry itself.

Because in luxury watchmaking, the goal is never simply to introduce a new product. But to create anticipation, conversation, and long-term desirability around it.

At Sparkling PR, we understand the importance of building meaningful narratives around luxury brands and launches. Discover more insights on luxury communication and follow us on Instagram at @sparklingpr, or get in touch with our team here.

Photos: Watches and Wonders 2026.

Articles, Events, News

Cannes Film Festival Through Watchmaking

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Cannes Film Festival Through Watchmaking

As the Cannes Film Festival officially begins today, from May 12 to May 23, 2026, the Croisette once again becomes the center of cinema, fashion, and luxury. Beyond the premieres and red carpet moments, Cannes has long been defined by its unmistakable sense of style. Elegance is expressed not only through couture, but through the details that complete a look.

This year, alongside flowing silhouettes, sharp tailoring, and high jewelry, watches continue to establish themselves as essential style statements. From refined dress pieces to more expressive creations, timepieces have become part of the storytelling of the red carpet.

CANNES’26 | CHARACTER FOR THE MODERN GENTLEMAN

Among the pieces we could easily imagine on the wrist of actors and creatives attending Cannes this year is the new Tazio Nuvolari chronograph by Eberhard & Co. With its vintage motorsport references, compact proportions, and textured Clous de Paris dial, the model brings together elegance and personality in a way that feels perfectly suited to the Riviera atmosphere. Sophisticated yet understated, it embodies the effortless confidence often associated with Cannes style.

For those seeking something more artistic and contemporary, the YUSAI dials by Minase offer a distinctive alternative. Defined by their captivating depth and changing reflections, the dials create a constant interaction with light. An effect that feels especially at home under the Mediterranean sun. Combining Japanese craftsmanship with architectural precision, the collection reflects a quieter, more design-driven vision of luxury.

Meanwhile, the 1902 SYNERGY by Peter Speake from Schwarz Etienne speaks to collectors and creatives alike. Its subtle but intricate multi-level sapphire dial construction makes it a natural choice for individuals drawn to independent watchmaking with a twist of contemporary horological design. Bold without excess, it captures the elegance that increasingly defines modern formalwear.

A FEMININE INTERPRETATION OF ELEGANCE

For women, Cannes style continues to evolve toward a more refined and expressive approach. In this context, the Gilda Peacock by Eberhard & Co. feels particularly aligned with the atmosphere of the festival.

Inspired by the iridescent beauty of peacock feathers. The Gilda timepiece combines rich textures, luminous reflections, and the Maison’s signature elliptical case. A piece that feels both jewelry-like and contemporary. Elegant without being overly traditional, the Gilda Peacock captures the kind of individuality and sophistication increasingly seen on today’s red carpets.

At Cannes, style is never limited to premieres alone. From daytime interviews and yacht gatherings to evening dinners and private events. The festival creates countless moments where personal style takes center stage. Watches, in this context, become more than accessories: they become part of the identity projected throughout the week.

BEYOND THE RED CARPET

These are the pieces we could most naturally imagine accompanying the personalities, silhouettes, and conversations shaping this year’s Croisette. Timepieces defined by character, and a strong sense of individuality.

Interested in discovering more? Visit Sparkling PR’s Instagram or get in touch with us for additional information and full press materials.

Banner photo: MA Hospitality Group.

Articles, Clients, News

Eberhard & Co. | The New Gilda “Peacock”

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Eberhard & Co. | The New Gilda “Peacock”

Eberhard & Co. expands its feminine Gilda collection with the introduction of Gilda “Peacock“.

A new creation inspired by the mysterious beauty of the peacock’s plumage. Elegant, expressive, and deeply symbolic. The new model captures the essence of a collection designed to reflect the many facets of femininity.

GILDA | INSPIRED BY THE PEACOCK’S BEAUTY

At the center of the watch is its new dial, where the iridescent world of the peacock becomes a source of artistic inspiration. The design recreates the hypnotic “eyes” of the bird’s feathers through a sophisticated interplay of textures and color reflections.

Its blue dégradé base is achieved through an intricate coloring process made even more complex by the collection’s distinctive elliptical shape.

The dial decoration is the result of an elaborate laser-engraving technique that requires approximately eight hours of work.

A radial engraved pattern is enhanced by relief details inspired by peacock feathers, before being carefully colored to recreate the luminous reflections and shifting tones characteristic of the bird’s plumage.

The result is a surface rich in depth, movement and visual intrigue.

THE SIGNATURE SHAPE OF GILDA

True to the identity of the collection, the Gilda “Peacock” retains the Maison’s signature elliptical case. Defined by fluid and enveloping lines designed to sit naturally on the wrist.

Every detail of the timepiece has been carefully considered. Including the caseback, decorated with an engraved floral motif and the model’s name highlighted in red.

With this new addiction to the Gilda collection, Eberhard & Co. introduces a new interpretation of feminine watchmaking. A creation that feels both elegant and enigmatic.

Through its rich textures, vibrant tones, and refined details, the new model celebrates femininity in all its complexity and individuality.

Contact us to receive the full press kit.

Discover more from our clients by following Sparkling PR on Instagram or visiting our website.