Actress Gwyneth Paltrow has been named as the new ambassador for luxury watchmaker Baume & Mercier.
The ‘Country Strong’ actress has been named as a “friend of the brand” by the Swiss company, who will model its new image on the exclusive Hamptons area of New York, where the star has a summer home.
Although she will not appear in any promotional campaign for the brand, the 38-year-old beauty will be involved with “communication projects”, including attending the upcoming Salon International de la Haute Horlogerie (SIHH) – the annual showcase for exclusive timepieces to be held later this month.
The company has re-launched the Linea and Capeland lines and will premiere the Hampton collection in October.
Alain explained his decision saying: “Our positioning remains as a brand that offers high-quality products with a beautiful design.”
Gwyneth follows actresses Meg Ryan, Kim Basinger, Teri Hatcher and Evangeline Lilly as an ambassador the company.
Created in 1994, the Hampton watch is a fine blend of watch-making tradition and contemporary design. A collection recalling the Hamptons, situated on Long Island not far from New York where the art de vivre is a harmonious mixture of serenity, refinement and atmosphere.