Sameera Gamage 
From past icons to today’s cultural leaders, watch ambassadors have helped shape the legacy of timepieces. They go beyond just wearing a watch, they embody the values and vision of the brands they represent. This latest article takes a look at how ambassadors have become one of the most powerful tools in modern watchmaking
In the world of luxury timepieces, image can be everything. However, an image without substance won’t last. This is where the ambassador comes in. A well-chosen watch ambassador does simply more than just wear a timepiece; they essentially become a living extension of the brand. Whether it be on the wrist of a film icon or a sports legend, a timepiece can become elevated through its association with someone who can capture the essence of the brand’s values. In the modern age, where personal branding and digital visibility dominate, the role of the ambassador has never been more influential.
Over the years, the role of the watch ambassador has shifted from being a mere endorsement to having more immersive brand storytelling. Unlike in the past, where ambassadors were more limited to glossy ad campaigns or magazine spreads, the modern ambassador is expected to engage, influence and sometimes even shape the narrative around a timepiece or even brand identity.
Whether it be the ambassador sharing behind-the-scenes content, being the face of limited-edition collaborations, or even appearing in cinematic brand films wearing the timepieces, the modern watch ambassador’s role has evolved into a more dynamic partnership, one that merges marketing with lifestyle. This gives a broader reach compared to traditional marketing done through magazines and online ads, certainly giving the brand and its timepieces more exposure.
History of Watch Ambassadors
Long before watch brands embraced sleek digital campaigns or Instagram influencers, the concept of a watch ambassador was already in motion. During the mid-20th century, public figures like actors, athletes and explorers began wearing timepeices not simply as accessories, but rather more as tools, symbols of great achievement or even as a statement piece that expresses their personal style.
This organic association between the watch and the public figure was quickly noticed by the brands, who saw great potential in aligning their timepieces with cultural icons that won the public’s admiration. Over time, as more influential figures started wearing signature timepeices from brands, it evolved into a powerful marketing tool, one that could certainly boost sales but also help cement the timepeices legacy in pop culture and horological history.
This practice certainly played a pivotal role in shaping how the public perceived timepieces and their wearers going forward. A watch evolved from being complex wristwear that was about precision and craftsmanship to becoming a reflection of lifestyle, mindset, and even legacy. Whether it was a rugged outdoor watch worn by an adventurer or a more refined dress watch spotted on the wrist at a red carpet event, the associations between the watch and its wearer certainly helped to elevate certain models into the realm of legendary status. The ambassador became a vessel through which the timepieces gained desirability and status.
Paul Newman – Rolex Daytona
One of the most famous ambassador stories in the world of horology is that of Paul Newman and his Rolex Daytona. While Newman was never officially contracted by Rolex, he was constantly spotted wearing the exotic dial Daytona, which sparked Immense respect from the public. What is now known as the “Paul Newman Daytona”, the timepiece has become one of the most sought after and expensive vintage timepeices in the world. This is a true testament to the power of organic, authentic alignment between an influential public figure and a brand’s signature timepiece, which can outlast even paid partnerships.
Steve McQueen – TAG Heuer Monaco
Steve McQueen was known as “The King of Cool”, and this was certainly portrayed with the way he carried himself and his stylish appearance. McQueen wore the TAG Heuer Monaco in the 1971 film Le Mans, which started an incredible legacy between the Monaco timepiece and motorsports. Steve McQueen’s personal image and branding fit perfectly with the bold design of the Monaco, which features a square case (quite the reason he was drawn to this watch). Today, TAG Heuer still honours Steve McQueen’s history with the Monaco by releasing limited edition models dedicated to the actor.
Buzz Aldrin – Omega Speedmaster
When Buzz Aldrin stepped onto the lunar surface in 1969, it was not only a historic moment for the world, but also for one particular watch brand in the world of horology. Buzz Aldrin wore the Omega Speedmaster on this extraordinary mission, making it the first official timepiece to land on the moon alongside the astronauts. While Buzz Aldrin wasn’t a traditional brand ambassador, his mission made the Speedmaster the “Moonwatch”, a title that Omega proudly markets to this day. There have been numerous versions of the Speedmaster, even models celebrating the Snoopy Award given by NASA to Omega. All of this stemmed from one momentous occasion, the Speedmaster being on Aldrin’s wrist.
Jacques Cousteau – DOXA
The legendary oceanographer and filmmaker, Jacques Cousteau, frequently wore DOXA dive watches during his many underwater explorations during the 60s and 70s. Jacques Cousteau loved the timepiece so much that he gave timepieces to the crew members aboard his ship, the Calypso. Doxa states, “The vibrant dial of the SUB300 became one of the leading cast members on the legendary television series, The Undersea World of Jacques-Yves Cousteau. As the divers entered the unknown water from the safety of the deck of Cousteau’s ship Calypso, they were seen strapping on their SUB 300s to ensure they kept good time beneath the surface”. Jacques Cousteau’s association with DOXA helped position the timepiece and brand as a serious tool watch for divers, for those who want to push the limits of science.
Alain Delon – Cartier
Alain Delon, the French actor, film producer, screenwriter, singer and businessman, was often seen wearing Cartier Tank timepeices, further contributing to the watch’s mystique and cinematic glamour. Known for his sophisticated style, the Cartier Tank Arrondie became synonymous with his appearance. The Cartier Tank was a popular model among influential personalities, with the likes of Gary Cooper, Cary Grant and Frank Sinatra all being spotted with the timeless icon on their wrist. Alain Delon’s natural sophistication and effortless Parisian cool elevated Cartier’s status as a watch of taste, refinement, and timeless appeal.
The Modern Watch Ambassador: A New Archetype
In today’s world of watchmaking, the ambassador’s role is more diverse and strategically curated than ever. Luxury brands now try to align with influential figures from a variety of professions: actors, musicians, athelets, artists and digital creators. One good example of a modern watch ambassador is Ryan Gosling and his partnership with TAG Heuer. He doesn’t just wear the Carrera, he represents TAG Heuer’s identity of modern masculinity, precision and edgy looks. On the other hand, we have someone like Timothée Chalamet, a fashion-forward figure loved by Gen Z and millennial audiences. Chalamet proudly represents Cartier with elegance, mirroring the brand’s shift toward the youth without abandoning the brand’s heritage.
Sports figures are also among the most influential people in the world of horology. A while ago, I did a celebrity watch spotting piece on Rafael Nadal and his incredible Richard Mille collection. Besides Ferrari drivers like Charles Leclerc, Nadal is one sportsman I immediately think of as an ambassador when Richard Mille is mentioned. He was also influential in the design stage of Rafael Nadal-inspired limited edition models, taking the role of the ambassador even further.
Related Reading: Rafael Nadal’s Insane Fourteen-Million Dollar Richard Mille Collection
Then we have other sports stars like Roger Federer, who has had a long-standing relationship with Rolex. As one of Rolex’s most prestigious ambassadors, Roger Federer embodies excellence, tradition, and grace, all qualities deeply aligned with the Rolex brand. There are also musicians like Jay-Z and, more recently, Travis Scott who have been linked with Audemars Piguet, with the brand even releasing a Cactus Jack (Travis Scott’s record label) Royal Oak limited edition model that was quite popular upon its release. Billie Eilish has also been spotted wearing Cartier, bringing horology into the pop-culture spotlight, blurring the line between luxury and lifestyle. Unlike the past, the modern watch ambassador isn’t someone who is just a brand representative anymore; they are a brand design collaborator, culture shifter, and social proof all rolled into one.
The role of the ambassador isn’t as clean-cut as it used to be, either. In the past, fame alone would have been enough to secure the role of ambassador for a luxury watch brand. However, in the modern age, these said brands are now looking for a figure that brings authenticity, influence and also brand synergy. The latter has been more important than ever. Brands are now seeking individuals whose personal stories align with their own values, allowing both to move forward with a shared vision.
Digital fluency or social media activities also play a significant role for the modern-day watch ambassador. With most people these days being social media savvy, being on Instagram and TikTok, ambassadors are expected to create content to engage with fans and share their passion for the watches beyond a polished ad campaign created by the brand. More traditional ambassadors like David Beckham for Tudor appear in stylised videos, interviews and Instagram content, giving the brand a larger viewership but also broadening the brand’s appeal to both older and newer audiences.
Below are some modern-day watch ambassadors whose influence and global presence have played a key role in helping their respective brands grow, evolve, and stay relevant in today’s competitive luxury landscape!
Charles Leclerc – Richard Mille
Charles Leclerc, the Monégasque Formula 1 prodigy for Scuderia Ferrari, is quickly becoming one of Richard Mille’s most visible faces. Leclerc’s youthful energy, precision driving, and rising star power perfectly match Richard Mille’s cutting-edge, high-tech brand identity. Even outside of press conferences and post-race interviews, you can often see Charles Leclerc donning a Richard Mille on his wrist for everyday activities.
Alexandra Daddario – TAG Heuer
TAG Heuer partnered with American actress Alexandra Daddario as part of the brand’s push into Hollywood actors. Alexandra Daddario is known for her striking presence on screen and sophisticated style, which aligns well with TAG Heuer’s balance of sportiness and elegance. She is often seen wearing the Carrera Date and Aquaracer models, which add a touch of glamour to the brand’s versatile offerings. With TAG Heuer continuing to grow its female clientele, Daddario is a relatable yet aspirational figure for modern women.
Lewis Hamilton – IWC Schaffhausen
Prior to joining the Scuderia Ferrari family, Lewis Hamilton proudly wore IWC Schaffhausen timepieces during his time with the Mercedes AMA Petronas Formula 1 team. Hamilton was not only a seven-time Formula 1 World Champion but also one of IWC’s most dynamic brand ambassadors. Known for his bold style and using his prolific position to voice for diversity and sustainability, Hamilton brings a progressive and fashion-forward edge to IWC. He frequently wears the Big Pilot and Portugieser models, both on and off the track, helping to connect IWC’s legacy with modern flair.
Zendaya – Bulgari
Zendaya’s meteoric rise in Hollywood and high-fashion status has made her the defining face of Bulgari’s modern identity. As a brand ambassador for Bulgari, Zendaya has starred in quite a few campaigns wearing both jewellery and timepieces, such as the Serpenti and Octo collections. Her effortless blend of youthful energy, elegance, and edge makes her the perfect fit for a heritage brand seeking modern relevance.
Lionel Messi – Audemars Piguet
While Lionel Messi is currently an acting ambassador, his long-standing relationship with Audemars Piguet is a partnership built on excellence, consistency, and timeless performance. Known as one of the greatest footballers ever, Messi collaborated with the brand on limited edition Royal Oak Chronographs, solidifying his place in its modern legacy. His association with Audemars Piguet reflects mutual values: precision, legacy, and a refusal to compromise on quality. Unlike flashy endorsements, Messi’s quiet confidence fits Audemars Piguet’s identity perfectly, understated but undeniably elite.
Nina Métayer – Jaeger-LeCoultre
Nina Métayer’s partnership with Jaeger-LeCoultre began in 2021 with the inauguration of the 1931 Café. The celebrated pâtissière created a variety of exceptional pastries that have been inspired by the Reverso theme. Named Pastry Chef of the Year three times before she turned 30, Nina Métayer is known for the visual appeal of her creation as well as blending evocative flavours in different and new ways.
Giannis Antetokounmpo – Breitling
NBA superstar Giannis Antetokounmpo became a Breitling ambassador as part of the brand’s “Squad on a Mission” initiative. This initiative is all about promoting individuals who redefine excellence in their respective fields. Known for his global appeal, humility and relentless work ethic, Giannis mirrors Breitling’s move toward being bold, versatile and inclusive. Giannis’s story of risining from humble beginnings to international fame adds authencity and inspiration to the partnership.
Leonardo DiCaprio – Rolex
While Leonardo DiCaprio is recognised worldwide for his powerful on-screen portrayals, off-screen, he is an environmental activist who is combating climate change and preserving the environment. At the age of 24, DiCaprio established his first environmental foundation. More recently, in 2021, he founded Re: Wild, which focuses on protecting the world’s last wild places while also addressing climate change. DiCaprio’s environmental work perfectly aligns with Rolex’s own commitment to protecting the planet. Through the brand’s Perpetual Planet initiative, Rolex partners with leading scientists and organisations that work on ocean preservation, climate research and environmental exploration. Rolex has positioned itself as a force for good, championing the same causes DiCaprio has spent decades supporting.
Choupette – Hublot
Hublot are synonymous with thinking outside the box when it comes to their watchmaking, and now it looks like their brand ambassadors are no different! The latest collaboration is with the world’s most famous and pampered feline, Choupette. She has now, by the looks of it, landed her most unexpected role in luxury, with Hublot tapping into fashion’s famously pampered cat to celebrate its 20th anniversary of the iconic Big Bang collection. This latest collaborative campaign also comes with a new slogan, “Own It”, which Hublot states is “A bold and unapologetic call to action, and an uncompromising mindset. This new mantra perfectly captures the authentic, loud, and polarising spirit of the brand.” The campaign officially commenced on 1st Ma,y where Choupette is seen on TikTok and Instagram modelling the Big Bang 20th Anniversary Red Magic.
The Future of Watch Ambassadorship
Looking to the future, the role of the watch ambassador is poised to evolve in exciting ways. With the latest generation’s values focused more on transparency, inclusivity, and community, brands may begin to prioritise micro-influencers or regional tastemakers over global celebrities. We can also expect to see more “insider” ambassadors from the world of car culture, fashion, and even esports.
We may also see ambassadors taking on a more creative role. While we have certainly seen this already with some brands like Richard Mille, Audemars Piguet, Hublot, and Jacob & Co., other luxury watchmakers may make the shift to producing limited-edition timepeices with design input from the ambassadors. Ultimately, however, it will be the brands that treat their ambassadors as true collaborators, helping to co-create culture rather than simply just endorsing it, that will be the ones that resonate the longest in an evolving luxury landscape.
