Rising Latina singer Mariah has been named as the brand ambassador of Bulova’s “Tune of Time” campaign.
The Miami-based artist, who is half Cuban, half Puerto Rican, flaunts her Caribbean roots in the nearly two-minute spot. Mariah is seen walking around some of Miami’s tourist spots, including Calle Ocho, Miami Beach, and the famed 24-hour Nicaraguan restaurant, El Yambo, which is owned by her grandfather.
“I’m super proud to be from Miami. 305 till’ I die,” the “Perreito” singer says in the clip. “And I’m Latina. Puerto Rican and Cuban. That’s just a dope mix.”
“Mariah, as a young and talented emerging artist, amplifies some of the core values that Bulova holds: being innovative and breaking barriers,” a Bulova brand representative tells Billboard. “Alongside its ‘Tune of Time’ campaign, Bulova ties in their ‘History of Firsts’ message, celebrating a moment in a person’s life that is remembered forever. In this case, Mariah touches on the first time she realized she wanted to pursue a career in music.”
The watch brand launched the new short-form video series “Tune of Time” to spotlight some of today’s most promising emerging musical artists under the mentorship of the legendary Nile Rodgers.
According to the website, the partnership is “a new reflection of our deep commitment to music, established by Bulova’s ongoing partnerships with the Grammy awards, Latin Recording Academy, and Grammy Museum, and the recognition that music underscores many of life’s most memorable moments.”
See Mariah’s video below.