Chopard and Mickey Mouse – really

It is always risky to judge brand collaborations from the outside. Thus, we are careful and usually refrain from doing so.

In a somewhat unlikely combination of brands, Chopard announced the launch of a “Happy Mickey” collection. The luxury watchmaker will offer watches and jewelry under a Disney license of Mickey Mouse.

Disney has quite a history of trying to upgrade its brands, remember Donaldson?
One might call us purists or even snobs, but men in Mickey Mouse socks or ties are among the most ludicrous appearances.

And this is in our humble opinion not the best of associations for a luxury brand like Chopard. Even if the justification is “a passion for movies” and a “commitment to fun and entertainment”.