Bad Bunny's Super Bowl Look Boosts Natural Diamond Demand and Visibility

Launchmetrics reports the Super Bowl telecast reached 124.9 million viewers and billed the moment as the "Benito Bowl," while MarketingBrew tallied 4 billion views across platforms, elevating visible jewelry choices into global conversation. Rapaport noted a marquise-cut "Desert" diamond stud and a staged proposal that featured a natural-diamond engagement ring during Bad Bunny’s halftime performance, positioning those pieces as discrete marketing signals within the show.

That attention translated into measurable media value. Launchmetrics published a headline tying the performance to $942.4 million in Media Impact Value for the "Benito Bowl" and also reported that "Media Voices generated $1.4B MIV" across coverage of the event. Launchmetrics singled out a luxury placement: Bad Bunny wore an Audemars Piguet Royal Oak Selfwinding 37mm in 18-karat yellow gold with a malachite dial, a placement Launchmetrics attributes with $2.3 million in MIV and which Time+Tide and Wallpaper ran detailed breakdowns of after Audemars Piguet confirmed the model to Time+Tide.

Brands’ responses were uneven. Beautymatter and MarketingBrew documented that e.l.f. and Duolingo leaned into the cultural moment while "many brands were notably quiet," and MarketingBrew highlighted Apple Music’s halftime trailer as its most-liked Instagram teaser post ever. Myles Worthington told MarketingBrew, "We might be getting a new audience that is there and more engaged than they’ve ever been before," and added, "[Brands should be asking], how can I show up to bring them into my brand? I have not seen that."

The NFL’s strategic framing amplified the commercial payoff. The Los Angeles Times described the booking of Bad Bunny as a "savvy investment" to court Latino audiences and power international growth, noting the league is scheduling regular-season games across 21 countries. LATimes also described the halftime show as "highly curated" and "rooted in Puerto Rican working-class history with numerous cultural references and nuanced messaging," and cited Bad Bunny’s prior San Juan residency, "Debí Tirar Más Fotos," as having generated "hundreds of millions of dollars for the island."

Industry commentators tie the jewelry visibility to broader marketing lessons. HispanicAd’s Carla Urdaneta summarized the dynamic bluntly: "when culture leads, attention follows." Her piece traces the runway from Roc Nation’s halftime stewardship—"Since 2019, the Super Bowl halftime show has been produced in partnership with Roc Nation, with Jay‑Z playing a central role in artist selection"—to the payoff brands can harvest when they invest in long-term cultural narratives rather than one-off airtime.

For jewelers and retailers, the combination of massive reach, social virality, and tracked MIV creates a new calculus for placement and provenance storytelling. Rapaport’s onstage jewelry callouts and Launchmetrics’ MIV math suggest even small, recognizable items—a marquise-cut "Desert" stud, a visible engagement ring, a distinctive Royal Oak watch—can become discovery moments that drive demand and press coverage. The industry’s next test will be whether brands translate this spike in visibility into transparent sourcing, certified inventories, and sustained engagement that matches the scale of the audience drawn to the "Benito Bowl" moment.