Perhaps associating watches with legendary musicians such as Buddy Holly and Frank Sinatra is a way to attract new buyers or to satiate existing Raymond Weil watch owners with something new.

Clearly, though, the target audience is consumers who have a very particular interest in music. People who are fanatical about The Beatles, for example, and there are many of them.

This year Raymond Weil introduced no less than three new musical partnership timepieces including a Freelancer dedicated to the late David Bowie ($1,595), a Maestro that pays homage to The Beatles album “Abbey Road” ($1,395), and a Freelancer Chronograph inspired by the Gibson “Les Paul” guitar ($3,195).