Ed Sheeran has made another surprising career move that is a little different from his career.
The 32-year-old singer-songwriter took to his Instagram account to announce that he will be launching his first watch with Hodinkee and G-Shock.
He filmed a video for his followers showing off and revealing the yellow watch, which bears the name Subtract G-Shock.
“If anyone has seen me wearing this watch for the last six months, this is actually the first watch I’ve ever put out myself,” Ed said.
He added: “I hope you like it. I love you all and see you soon.”
New Business Venture: Ed Sheeran has made another surprising career move that’s a little different from his pop careerarousing! The 32-year-old singer-songwriter took to his Instagram account to announce that he will be releasing his first watch with Hodinkee and G-Shock.“So excited to launch my first watch with @hodinkee,” he captioned the clip. If you’ve noticed a yellow G bump on me over the past six months, this is it!’
“So excited to launch my first watch with @hodinkee,” he captioned the clip. If you’ve noticed a yellow G shock on me over the past six months, this is it!
“I got a call from @johnmayer about a year ago asking if I wanted to do a G Shock with them and I couldn’t say yes fast enough.
“I’ve loved watches ever since I can remember but never thought about making my own, but this is the perfect way to get started. Head over to the Hodinkee Shop for more info on them, I hope you enjoy wearing them as much as I do.
It’s the latest business venture from the quintessential hitmaker, who launched his own line of hot sauce called Tingly Ted’s earlier this year.
The brand, named after Ed’s childhood nickname, comes in two varieties – Tingly and Extra Tingly – and is described as the perfect seasoning for French fries, nuggets, falafel, fried chicken or “any meal at all.”
He has a tattoo of Heinz Tomato Ketchup on his arm and previously appeared in an ad where he doused his meal at an upscale restaurant with sauce.
“I love sauces, that’s no secret,” Ed said. But the older I get, the more I love spices and need them with every meal.
“I travel a lot, so having a bottle in my bag wherever I go can add a pop of flavor to any meal seems like a good idea.
Tasty! It’s the latest business venture from the quintessential hitmaker, who launched his own line of hot sauce called Tingly Ted’s earlier this yearHot stuff! The brand, named after Ed’s childhood nickname, comes in two varieties – Tingly and Extra Tingly – and is described as the perfect seasoning for French fries, nuggets, falafel, fried chicken or “any meal at all.”
‘I knew I didn’t want to make a watery hot sauce, as they’re usually all put in the same shelf of other random hot sauces. I wanted to make a sauce that occupied the same position as ketchup.’
“I spent a year narrowing down the perfect flavors with an amazing blending team, and we settled on two ultimate blends, Tingly and Xtra Tingly,” he added.
“I’ve been taking them on a tour recently to try them with all kinds of meals, and there’s really nothing they don’t like (except bananas, don’t do that).”
“I’m so excited to launch this product, it’s really something I use every day for all three meals.”
He then used the new brand to tie up with British restaurant chain Honest Burgers for a lucrative deal.
The chain’s Ted’s Halloumi burger features Ed’s Xtra Tingly sauce with beef, halloumi, cheese, crispy onions, avocado ranch mayo, lettuce and pickles.
The burger, which retails for £14.50, was only available from August 1 until September 4 at its 42 UK restaurants or via takeaway orders.
ed too Recently she has worked on projects with brands such as Peloton and American Express, adding to his multi-million dollar fortune.
Share: Ed also worked with American Express in May on the “Subtract Pop-Up Experience”Racing all the way to the bank: He said the partnership with Peloton for the “Outdoor Walking” series (above) was “really cool.”Play us a tune: In another collaboration, Ed has been doing further work with Lowden Guitars, a 50-year-old Northern Irish guitar brand, on the ‘Sheeran by Lowden’ collection.
He has teamed up with American Express to bring the “Subtract Pop-Up Experience” to five cities across the US in May.
American Express cardholders can also purchase an exclusive hoodie co-branded with “The Subtract Pop-Up Experience,” where the company says 9,000 fans attended events across the five cities.
Ed also worked with Peloton, saying the deal was “really cool” and expressing his hope that listeners “will enjoy the Subtract experience in a unique way.”
In another collaboration, Ed has been doing more work with Lowden Guitars, a 50-year-old Northern Irish guitar brand, on the ‘Sheeran by Lowden’ range.
The partnership began in 2019 but in May underwent a major expansion into the US in time for the 25-date North American leg of Ed’s “Math” world tour.
Previously, shoppers in America would buy guitars through distributors and dealers, but now they can also do so directly from Amazon at its US store.
What do brand and PR experts say about Ed Sheeran’s shows?
Brand and culture expert Nick Eddy
Ed is one of the most recognizable stars in the world, not only because of his music but also because of his brand appeal.
“Because his image does not define who he is, he has the ability to make a lot of money from brands and bring a lot of credibility and value to those he endorses.”
“Ed is already a millionaire, he doesn’t need the money, but he has strategically managed to infiltrate different demographics by partnering with brands that will pay millions.
“The reason for his appeal is because like Adele he has a unique and universal appeal. We have seen him grow from humble beginnings but he has not lost touch and that is why brands want to sign him because they know he appeals to all ages, demographics and geographies. He is known all over the world and just him!” Not a huge band or entourage.
“The tie-ups with these huge brands will cost them a lot of money, but they will all see a huge return for them and for Ed as well. All the brands he has associated himself with have a strong strategy behind them.
“None of his deals have taken away from him or his music, which is a very smart way to protect Sheeran’s brand.”
On lego: “Lego has succeeded in continuing to be a huge brand for children and adults and with Ed they have the potential to enhance its mass appeal. He will have received over £2 million for this and to collaborate with a brand that has education at its heart is a really strong association.” .
On the honest burger: “Producing his own sauce has been a fun move and partnering with a distributor has allowed him to get more sales and brand exposure. I doubt it’s making much money yet but it’s a passion project and he loves it and is working with it. An honest burger gives it credibility.
On Peloton: “Partnering with Peloton maximizes Ed’s appeal, and he will have earned millions for his participation.” Almost all of his collaborations revolve around his music which gives them all authenticity and also brings in money from downloads.
PR expert Sean O’Meara, managing director of Manchester-based agency Essential Content
Ed will be an engaging ambassador for a range of brands across a wide range of sectors. I can’t think of many people who are an equal fit with Heinz Ketchup and American Express.
“He’s got a distinct mix of attractive qualities; people see him as authentic and relatable, he’s not familiar with the male pop star archetype – and leans very much into it – which adds to his appeal, and – so far – he’s managed to navigate… For more than ten years at the top of his game without even a hint of scandal.
“In fact, he has emerged from his recent legal battle over copyright with Marvin Gaye’s estate, sounding quite the statesman, an advocate for all artists.”
His fans have witnessed his evolution from the dirty boy next door to a married man with children. This really opens up a wide range of possibilities for partnering with brands where he can add value. Its originality is key.
“It’s easy to imagine family man Ed Sheeran eating at Honest Burger, playing with Lego, and even using guided audio on a nature walk. We can also imagine global superstar Ed Sheeran using American Express and collaborating with Global Radio.
“In terms of audience reach, he’s always in the elite category of global pop stars, alongside Taylor Swift and Justin Bieber, so whether he’s helping flog Lego or the latest Peloton app, there’s a guarantee of brand visibility.”
“I think that despite the number of business relationships he has, he’s actually very discerning about who he collaborates with. From his perspective, these deals and the associated media coverage act as a nice little boost to his profile, which is especially useful as a springboard for things like Tour and album announcements.
“Ed Sheeran obviously doesn’t need the publicity or the money, but there’s always a machine in the background that supports artists of his caliber, and the proceeds will feed this process and support the careers of the people who work to support Ed.”
