Phoenix From The Ashes - Watch Out For England's Cricketers

So it is that the big stars of Indian cricket generally come with watch attached. They include, naturally, Sachin Tendulkar, one of the greatest batsmen of all time, who struts his stuff for Audemars Piguet. Even visiting foreigners get their moment in the sun, if at a somewhat less exalted level: Aussie bowler Brett Lee, for instance, was signed up by Timex.

In dear old Blighty, though, the twain very rarely meet, perhaps because the recent history of English cricket is one of almost unparalleled gloom, at least when it comes to taking on the big guns of the international game. For long years, signing up an English star would only have made sense if your advertising copy ran something like: 'A defeat you could set your watch by' or 'Losing pluckily since 1847.'

On the rare occasions where a major watch brand has reached out into the dark night of English cricket,’ the star it has come back with has been resolutely un-English, witness extravagantly talented and loud-mouthed South African-born batsman Kevin Pietersen, who is signed up with designer watch brand Citizen

In the wake of England’s Ashes triumph over Australia, though, all that looks set to change. This wasn’t just a win, it was annihilation Australia-style, ruthless and skillful in equal measure. It is already working its magic, spiking at least temporarily the Aussie contempt for all things English. It also looks set to prove marketing gold for the two stars of the England team, each of whom has the added advantage of looking a touch more dashing than their illustrious predecessor W.G. Grace, whose ashes they have just won.

Until now, batsman Alastair Cook’s greatest marketing coup was becoming the face of Buxton. Among fast bowler Jimmy Anderson’s brand endorsements is one for Softco, quite literally a paper shuffler. More glamorous assignments now await. But who should take them on?

For Cook, a throwback who combines technique and stamina with languid elegance, a luxury watchmaker like Baume & Mercier or Longines might be ideal.

For Anderson, the speedster with wonderful control, would demand something more sporty: G-Shock’s indestructability would be perfect for the combustible on-field atmosphere of an Ashes Test, while Tag Heuer might add a little style to the celebrations.