Model Cara Delevingne, one of Tag Heuer's latest ambassadors, was selected to help the brand reach a more youthful audience.
Josh Sims, watch expert and author of "Icons of Style", examines the relationship between watch brands and their ambassadors ahead of Baselworld 2016. —
Model Cara Delevingne, one of Tag Heuer's latest ambassadors, was selected to help the brand reach a more youthful audience.
Pascal Le Segretain/Getty Images Europe
Florence Welch has recently been announced as the new face for Gucci's watches and jewelry, proof that an ambassador need not be familiar to all to chime with the right market.
Florence Welch has recently been announced as the new face for Gucci's watches and jewelry, proof that an ambassador need not be familiar to all to chime with the right market.
courtesy Gucci
George Clooney has been a long-term ambassador for Omega, a company which has driven a policy of building strong celebrity relationships over years.
George Clooney has been a long-term ambassador for Omega, a company which has driven a policy of building strong celebrity relationships over years.
omega
Rolex has been careful to associate itself with more upper-class pursuits, the likes of tennis, riding and yachting. Rodger Federer is a key ambassador.
Rolex has been careful to associate itself with more upper-class pursuits, the likes of tennis, riding and yachting. Rodger Federer is a key ambassador.
Gianni Ciaccia/©Rolex/Gianni Ciaccia
The fact that Hugh Jackman represented another watch brand has not dissuaded Montblanc from signing the actor as their new frontman.
The fact that Hugh Jackman represented another watch brand has not dissuaded Montblanc from signing the actor as their new frontman.
courtesy Montblanc
Chris Hemsworth is a man of action -- at least on the big screen. This fact makes him ideal to front action watch brand Tag Heuer.
Chris Hemsworth is a man of action -- at least on the big screen. This fact makes him ideal to front action watch brand Tag Heuer.
Tag Heuer
Actor Eddie Redmayne's recent Oscar nomination and subsequent boost in profile is just what the marketers at Omega are banking on.
Actor Eddie Redmayne's recent Oscar nomination and subsequent boost in profile is just what the marketers at Omega are banking on.
Omega
John Travolta is not just an A-lister, but a serious pilot, making him a good match for Breitling, known for their precision-made chronometers, useful for aviation.
John Travolta is not just an A-lister, but a serious pilot, making him a good match for Breitling, known for their precision-made chronometers, useful for aviation.
Breitling
Rado's pioneering work in unscratchable ceramic cases perhaps makes a relationship with a sportswoman, like tennis player Agnieszka Radwanska, especially apt.
Rado's pioneering work in unscratchable ceramic cases perhaps makes a relationship with a sportswoman, like tennis player Agnieszka Radwanska, especially apt.
© Adam Nurkiewicz / Mediasport/© Adam Nurkiewicz / Mediasport
Racing driver Romain Grosjean is one of the sports ambassadors for Richard Mille, a brand that prides itself on developing watches that can be worn during play.
Racing driver Romain Grosjean is one of the sports ambassadors for Richard Mille, a brand that prides itself on developing watches that can be worn during play.
Richard Mille
Usain Bolt, the fastest man on earth, says he chose to work with Hublot precisely because the company has a policy of not giving its watches away to celebrities.
Usain Bolt, the fastest man on earth, says he chose to work with Hublot precisely because the company has a policy of not giving its watches away to celebrities.
Hublot
Since golf is the world's fastest growing spectator sport, Omega has been sharp in snapping up Rory McIlroy, one of its star players
Since golf is the world's fastest growing spectator sport, Omega has been sharp in snapping up Rory McIlroy, one of its star players
1996-98 AccuSoft Inc., All right
International cricketer Virat Kohli is the latest signing for Tissot.
International cricketer Virat Kohli is the latest signing for Tissot.
Tissot