Watch out, Gwyneth Paltrow‘s got her latest project in the works! The multi-talented actress, who of late sang and danced her way into our hearts guest starring on Glee, is now partnering up with legendary Swiss watchmaker Baume & Mercier.
The prestigious luxury watch maker, Baume & Mercier has chosen Academy Award Winning Actress Gwyneth Paltrow to represent it's brand. As the 180-year-old company’s latest brand ambassador – or “friend from the brand” as they prefer to call her – Paltrow will participate in “communication projects", starting with hosting the Salon International de los angeles Haute Horlogerie (SIHH), a watch fair cocktail party in Geneva later this month. Despite the company’s Swiss roots, the rebranding strategy consists of aligning its new image with all the Hamptons, the name of a wrist watch that will relaunch this fall — as well as the posh New York holiday retreat town where Paltrow is known to spend time. “Our positioning remains as a brand that offers high-quality products with a beautiful design” CEO Alain Zimmermann told WWD. Past ambassadors include fellow stars such as Meg Ryan, Kim Basinger, Teri Hatcher as well as Evangeline Lilly, the only difference being Paltrow won’t be lending her face to any ad campaigns. With a lifestyle maven like Gwyneth Paltrow at the helm, we have a sense that Baume & Mercier is certain to get the lift it’s looking for in not time!
Baume & Mercier is revamping their entire assortment, by concentrating on the popular Classima collection and also re-launching the Ilea , Capeland and Riviera lines. September 2011 might find the premier of Baume & Mercier's Hampton variety.