Watches. “You either love them or you don’t care,” said Ronan Keating, sitting back on an overstuffed armchair in the library of IWC Schaffhausen’s new downtown boutique. Keating cares. In fact, he gushes, unable to tame his passion for luxury watches. An Irish pop star and a former member of the 1990s boy band Boyzone, Keating is one of IWC’s many celebrity endorsers. He and Chief Executive Officer George Kern came to Beirut to open the brand’s new boutique in Beirut Souks on August 26, where the singer explained how he and Kern travel the world opening IWC boutiques. “I’m like a kid in a candy store. This is something I have a passion for and I love watches,” he said. His prominent presence throughout the opening event highlighted the importance brands place on selecting an appropriate celebrity endorser; the right choice can lend credibility to a brand or even
