gong-li-2Chinese actress Gong Li, who has starred in such acclaimed films as Raise the Red Lantern and Farewell My Concubine, has been selected to be the face Swiss watchmaker and jeweler Piaget.

The appointment is a shrewd move by Piaget, which is looking to tap into the fast growing, and lucrative, Asian luxury market.

Gong Li is an icon in her native China where she has enjoyed international success as an actress. She was introduced in Beijing at the Chinese debut of Piaget’s Couture Précieuse high jewelry collection.