2mag timepiece columnists of the past have had a knack for dissecting the link between brand, celeb and consumer. An October 2012 feature entitle ‘Star Power’ pointed out that marketers have been cashing in on ‘celebrity worship syndrome’, but what makes one celebrity a watch mogul, and another just a wearer? Why are we putting the George Clooneys on Omega banners and not the Justin Biebers?