Jaeger-LeCoultre names Robert Pattinson its newest global ambassador
Jaeger-LeCoultre has added British actor Robert Pattinson to its roster of ambassadors, fronting a campaign due to launch in mid-September -- arriving weeks after the Richemont-owned watchmaker reopened its flagship on Ginza's Namiki-dori, giving the new face of the brand a freshly finished room to appear in.
Jaeger-LeCoultre named British actor Robert Pattinson as its newest global ambassador, the Richemont-owned watchmaker said in a statement on its press site dated September 2. The maison said a marketing campaign built around the partnership is due to launch in mid-September, with imagery centred on a steel-cased Master Control watch, reference Q4178180.
The maison's chief executive, Jerome Lambert, said in the statement that Pattinson's artistic depth and independent-mindedness fit the manufacture's own values, framing the pairing around watchmaking precision and the actor's screen work. Pattinson was quoted as saying he is drawn to objects with real depth, and that a good watch carries the character and craftsmanship behind its making -- qualities he associated with the maison.
The announcement itself is global, not Japan-specific, and the release gave no country breakdown. But the timing puts a new face on the brand just weeks after Jaeger-LeCoultre relocated its Ginza boutique to Namiki-dori, and Richemont -- the group JLC belongs to -- named Japan its strongest market by growth in the quarter to end-June. A campaign built to run across ten languages, Japanese among them, will have a freshly finished flagship to be marketed alongside in the one market the group says is currently outperforming the rest.