The concept of brand ambassadorship started organically when Steve McQueen chose a TAG Heuer Monaco to wear in the movie Le Mans and Paul Newman made the Rolex Daytona his signature wristwear.
Today, celebrity ambassadors are everywhere, proving that we still want to know what our heroes are wearing on their wrists. From giant-slayer Naomi Osaka to Green Bay Packers quarterback Aaron Rodgers, here’s a glimpse of who’s wearing what to track time.
Naomi Osaka recently trounced Americans Serena Williams and Jennifer Brady to win the Australian Open for the second year in a row, wearing a TAG Heuer Aquaracer.
To help launch the new Chronomat ladies’ collection, Breitling engaged a new ladies squad of ambassadors: Oscar-winning actress Charlize Theron; ballerina Misty Copeland; and Chinese TV and film actor Yao Chen.
Tudor ambassador and pop star Lady Gaga wears a Tudor Royal two-tone with diamond markers. Football star David Beckham wears a Tudor Royal Blue.
Country music singer Brett Eldridge stepped out in New York City recently wearing the new, 40mm IWC Portugieser Automatic with a state-of-the-art movement, the IWC-manufactured caliber 82200, with components made of non-wearing ceramic.
Actor Benedict Cumberbatch wears a Jaeger-LeCoultre Polaris Mariner Memovox, a 300-meter diving watch that rings an alarm to alert divers when it’s time to return to the surface.
Cumberbatch starred in a short film about the watch, entitled In A Breath. It draws the parallel between his longstanding practice of meditation and diving – and the impact that both have on our sense of time. It was filmed in Rakino Island, New Zealand, and can be seen here.
The last time longtime Omega ambassador Nicole Kidman stepped out to the Critics Choice Awards, she wore a vintage Omega Riviere set with diamonds. The petite cocktail watch was perfect for the black tie occasion.
Sylvester Stallone is a longtime fan of the oversized, complex watches of Richard Mille. During the film Expendables III he wore an RM
032, a titanium annual calendar flyback chronograph diver’s watch. It was one of five timepieces consigned by Stallone to a recent auction by Phillips in Association with Bacs & Russo.
Roger Federer signed on with Rolex in 2006, and has been seen wearing several models. Although he has been known to wear a Sky-Dweller, a GMT-Master II and a Yacht-Master II, lately he has been wearing a two-tone steel and yellow gold Datejust 41 with a slate grey dial and Roman numerals. Actor Paul Newman was also a Rolex fan, particularly of the Daytona model. The model he wore was nicknamed the Paul Newman Daytona. His own Paul Newman Daytona sold at a Phillips auction in 2017 for $17.8-million, the highest price paid for a wristwatch at auction.
Green Bay Packers quarterback Aaron Rodgers recently became an ambassador for Zenith watch, an LVMH brand. Here he wears a Chronomaster Sport, one of hottest steel sports watches on the market, next to the Rolex Daytona.
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