Ed Sheeran has made another surprising career move that’s a little different from his pop career.
The 32-year-old singer-songwriter announced on Instagram that he would be launching his first watch with Hodinkee and G-Shock.
He made a video for his followers showing off the yellow watch and revealing that it’s called “Subtract G-Shock.”
Ed said: “So if anyone has seen me with this watch in the last six months, this is actually the first watch that I’m releasing myself.”
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 career. Exciting! The 32-year-old singer-songwriter announced on Instagram that he would be launching his first watch with Hodinkee and G-Shock. Captioning the clip, he wrote: “Excited to launch my first watch with @hodinkee. ‘If you’ve seen a yellow G-Shock on me in the last 6 months then this is it!’
Captioning the clip, he wrote: “So excited to launch my first watch with @hodinkee.” If you’ve spotted a yellow G Shock on me in the last 6 months, this is it!
“About a year ago I got a call from @johnmayer asking me if I wanted to do a G Shock with them and I couldn’t have said yes fast enough.”
“I’ve loved watches for as long as I can remember but never thought about making my own but this is the perfect start.” Visit the Hodinkee shop for more information and hope you enjoy wearing it as much as I do x ‘.
It’s the Perfect hitmaker’s latest business venture, which saw him launch his own range of hot sauces called Tingly Ted’s earlier this year.
The brand, named after Ed’s childhood nickname, comes in two variants – Tingly and Xtra Tingly – and is described as the perfect condiment for fries, nuggets, falafel, fried chicken or “any meal ever.”
He has a Heinz Tomato Ketchup tattoo on his arm and was previously seen in an ad pouring the sauce over his food at an upscale restaurant.
Ed said, “I love sauces, it’s no secret.” But the older I get, the more I love and need condiments at every single meal.
“I travel a lot, so it seemed like a good idea to always have a bottle in my suitcase to spice up any meal.”
Yummy! It’s the Perfect hitmaker’s latest business venture, which saw him launch his own range of hot sauces called Tingly Ted’s earlier this year. Hot stuff! The brand, named after Ed’s childhood nickname, comes in two varieties – Tingly and Xtra Tingly – and is described as the perfect condiment for chips, nuggets, falafel, fried chicken or “any other meal.”
“I knew I didn’t want to make a watery hot sauce because they’re usually all relegated to the same shelf with other random hot sauces.” “I wanted to make a sauce that had the same status as ketchup.”
He added: “I had spent a year working on the perfect flavors with a great blending team and we settled on two absolute masterpieces, the Tingly and the Xtra Tingly.”
“I recently took them on tour to try them with all sorts of dishes and there really isn’t anything they won’t accompany (except bananas, you shouldn’t do that).
“I’m really excited to launch this product, it’s truly something I use every day for all three meals.”
He then used the new brand to strike a lucrative deal with the British restaurant chain Honest Burgers.
The chain’s Ted’s Halloumi burger featured Ed’s Xtra Tingly sauce along with beef, halloumi, cheese, crispy onions, avocado ranch mayonnaise, lettuce and pickles.
The burger, which retailed at £14.50, was only available from August 1 to September 4 across the UK’s 42 restaurants or via takeaway order.
Ed also recently worked on projects with brands like Peloton and American Express, further expanding his million-dollar fortune.
Get involved: Ed also worked with American Express on a Subtract Pop-Up Experience race to the bank in May: He said working with Peloton on its Outdoor Walks series (above) was “really cool.” Play us a tune: In another collaboration, Ed has worked more with Lowden Guitars, a 50-year-old Northern Irish guitar brand, on the “Sheeran by Lowden” range
He teamed up with American Express to offer a “Subtract Pop-Up Experience” in five U.S. cities in May.
American Express cardholders were also able to purchase an exclusive hooded sweatshirt co-branded with “The Subtract Pop-Up Experience.” According to the company, 9,000 fans attended the events in the five cities.
Ed also worked with Peloton and said the deal was “really cool” and that he hopes listeners “enjoy experiencing Subtract in a unique way.”
In another collaboration, Ed has worked more with Lowden Guitars, a 50-year-old Northern Irish guitar brand, on the “Sheeran by Lowden” range.
The partnership began in 2019, but saw a major U.S. expansion in May when Ed’s 25-date “Mathematics” world tour took place in North America.
Buyers in America used to purchase guitars through distributors and dealers – but now they can also do so directly from Amazon’s US store.
What the brand and PR experts say about Ed Sheeran’s deals
Brand and culture expert Nick Ede
“Ed is one of the most bankable stars in the world, not just because of his music but also because of his brand appeal.
“Because his image doesn’t define him, he has the ability to make a lot of money from brands and bring a lot of credibility and value to those he supports.”
“Ed is already a multi-millionaire and doesn’t need the money, but he has strategically managed to infiltrate different demographics by partnering with brands that will pay millions.”
“The reason he’s so attractive is because, like Adele, he has a unique, universal appeal.” We’ve seen him grow from humble beginnings, but he hasn’t lost touch, and that’s why brands want to sign him , because they know it appeals to all ages, demographics and geographic regions. He is known worldwide and only he is! No huge band or entourage.
“Working with these big brands will cost them a lot of money, but they will all have a huge return for themselves and for Ed too.” There is a strong strategy behind all the brands he partners with.
“None of his deals affect him or his music, which is a very smart way to protect the Sheeran brand.”
On Lego: “Lego has successfully managed to continue to be a major brand for children and adults, and with Ed they have the opportunity to consolidate their mass appeal.” He is said to have received over £2 million for this, and the association with one Branding with education at its core is a really powerful connection.
On Honest Burgers: “It’s been fun releasing his own sauce, and partnering with a distributor gives him more sales and brand visibility.” I doubt it’ll make much money yet, but it’s a passion project and he loves it and that collaboration with him. “Honest burger gives it credibility.”
On Peloton: “The partnership with Peloton maximizes Ed’s appeal and he will receive millions for his participation.” “Almost all of his collaborations revolve around his music, which gives them all an authenticity and also generates money through downloads.”
PR expert Sean O’Meara, managing director of Manchester-based agency Essential Content
“Ed will be an attractive ambassador for a range of brands across a range of industries.” I can’t think of many people who would suit Heinz Ketchup and American Express equally well.
“He has a distinctive mix of attractive qualities; People perceive him as likeable and authentic, he is atypical of – and leans heavily on – the male pop star archetype, which further increases the appeal, and – so far – he has managed to attract more than ten Staying at the top of his game for years without ever achieving a hint of scandal.
“In fact, his recent copyright dispute with the estate of Marvin Gaye made him seem quite statesmanlike as an advocate for all artists.”
“His audience has witnessed his evolution from scruffy boy next door to married man with children.” And that really opens up new opportunities for brand partnerships where he can add value. Its authenticity is key.
“It’s easy to imagine family man Ed Sheeran eating at Honest Burger, playing around with Lego bricks and even using guided audio recordings on a nature walk.” And we can equally imagine global megastar Ed Sheeran using American Express and Global Radio works together.
“In terms of audience reach, he is always one of the elite global pop stars alongside Taylor Swift and Justin Bieber. Whether he’s flogging Lego or Peloton’s latest app, there’s a guarantee of brand visibility.”
“I think despite the variety of business relationships he has, he is actually very discerning about who he partners with. From his perspective, these deals and the associated media coverage represent a nice little boost to his profile, particularly useful as a starting point for things like tour and album announcements.
“Ed Sheeran obviously doesn’t need publicity or money, but there is always a machine in the background supporting artists at his level and the proceeds will go into that operation and support the careers of the people who champion Ed.”