It seems that the appeal of watches does not only lie in the design or complication. The famous faces that front each brand work to draw attention too – often with great excitement.
Watchmakers everywhere are seen snapping up celebrities to capture the attention of their fans. A large majority of them are film stars, but sports personalities frequently make the cut too.
Models are also seen as perennial favourites by big names in the horology world. Not surprising at all, as a timepiece is quintessentially a sleek and trendy fashion accessory.
Here’s a look at a few well-known figures who have lent their fame to watch brands.
Tan Sri Michelle Yeoh
The Malaysian actress has been a Richard Mille ambassador since 2011. She is a huge watch enthusiast herself, and favours big, masculine watches that can make a statement.
“A watch isn’t just about telling the time. I don’t agree that women should only wear small watches,” Yeoh pointed out, in a statement released by Richard Mille on its website.
Her face has graced countless ads, but the one you probably would remember is Omega’s. Kidman’s relationship with Omega spans almost two decades – something that she says she enjoys.
Kidman has been frequently photographed on red carpets with Omega on her wrist, as well. She wore a vintage design (circa 1956) from the brand when accepting her Emmy award in 2017.
Jackman was named as Montblanc’s global ambassador in 2014. Since then, the actor has continued to retain his role. He starred in multiple of the watchmaker’s campaigns over the years.
Montblanc products even made an appearance in 2017 musical drama film The Greatest Showman, which Jackman starred in. Such is the special relationship he shares with Montblanc.
As the darling of the fashion world, Delevingne offers a different facet to Tag Heuer’s spirit. Since 2015, she has brought a wild, off-kilter energy to the brand’s campaigns and marketing visuals.
Last year’s ad shows the model with a wild lion growling over her shoulder. It was actually shot in South Africa with the live animal roaming in the foreground of the set. Delevingne however, was in a cage.
Cartier rarely uses ambassadors. The brand, which turns 172 years old this year, prefers to have its products speak for themselves. And indeed they do, with some of the most breathtaking designs.
Gyllenhaal is Cartier’s first watch ambassador. When chosen to front the Santos De Cartier timepiece in 2018, he said: “When you see a man with a watch, I think it immediately projects a sense of maturity.”
Last year, Jaeger-LeCoultre welcomed Cumberbatch as its new global brand ambassador. This was a move to strengthen the link between the Manufacture and the cinema world.
It has been reported that the actor first became familiar with Jaeger-LeCoultre when filming the movie Doctor Strange where his character wears a timepiece with a romantic engraving on the back that is part of the plotline.
This is another fairly long relationship between a celebrity and a watchmaker. Djokovic took on the role as the face for Seiko in 2014 and has been seen frequently with one of the brand’s watches on his wrist.
Each one follows him on and off the tennis court as well, which says a lot about his love for timepieces. Djokovic is currently ranked world No. 1 in men's singles tennis.