Large corporations realized that the overall image of a brand ambassador within society is an integral element in attracting consumer attention. As a result, there was a substantial increase in the role of celebrities as brand ambassadors. It was assumed that integrating a celebrity to a brand would increase chances of it being sold, which made companies value the business ideal of a 'brand ambassador.' The case study of the famous watch brand Omega, illustrates that the brand faced a severe crash in sales in the 1970s due to the Japanese Quartz phenomenon. Michault believes that, "by the time Omega had seen the error of its ways, the damage to its reputation was done. From the 1970s to the end of the 1990s, it was no longer seen as a luxury watch company." It was then for the first time in 1995, that Cindy Crawford became the new face of Omega, introducing the age of the celebrity brand ambassador. The man behind this marketing ploy was believed to be Jean-Claude Biver, whose strategy changed the entire landscape for branding. During this time, many companies expanded their annual budgets to meet the financial liabilities that came with celebrity endorsements.