Jaeger-LeCoultre has named British actor Robert Pattinson as its newest global ambassador. The Swiss watchmaker says the partnership reflects a shared commitment to precision, timeless design, artistic expression and craftsmanship.
An advertising and marketing campaign featuring Pattinson is scheduled to debut in mid-September.
Pattinson says he is a genuine admirer of fine watchmaking and the artistry behind mechanical timepieces.
“For me, the most compelling objects are the ones that have real depth to them,” Pattinson said. “A great watch isn’t just about precision—it’s about character, craftsmanship and the story behind how it’s made. Jaeger-LeCoultre has always embodied that kind of quiet mastery. There’s an integrity to everything they create, where technical innovation and artistic expression exist in perfect balance. I find that approach incredibly inspiring, and it’s something I deeply connect with in my own work.”
Pattinson has built a career spanning major studio productions and independent films. He is best known for portraying Edward Cullen in The Twilight Saga from 2008 to 2012. Following the franchise’s box-office success, he took on more complex roles in films including Good Time (2017), The Lighthouse (2019) and The Batman (2022).
Jaeger-LeCoultre said Pattinson’s approach to acting reflects the watchmaker’s own creative philosophy.
“He has followed a path defined by freedom, instinct and a deeply nuanced approach to performance,” the company said in a statement. “Drawn to roles that challenge convention, he brings to each character a sense of depth, mystery and emotional tension, revealing complexity through restraint rather than excess.”
The company added that Pattinson’s “instinct for transformation” echoes its own creative vision, which is rooted in nearly two centuries of watchmaking expertise while continuing to evolve through technical innovation.
Jérôme Lambert, CEO of Jaeger-LeCoultre, said Pattinson embodies values that have shaped his career, including curiosity, authenticity and a commitment to excellence.
“His journey is defined by a relentless commitment to excellence and an independent spirit that aligns seamlessly with the values of our Maison,” Lambert said. “We are delighted to welcome him to the Jaeger-LeCoultre family.”
The Pattinson announcement is part of a busy September for Jaeger-LeCoultre with its participation in the Homo Faber watch fair in Venice and an upcoming public exhibition in Shanghai
Jaeger-LeCoultre at Homo Faber
For the event, the watchmaker unveiled four limited-edition Reverso watches. The caseback of each rectangular timepiece features a detailed reproduction of an early 19th-century painting of Venice by English artist J.M.W. Turner.
The casebacks showcase the painstaking craft of miniature painting in Grand Feu enamel. The colorful dials feature hand-guilloché patterns beneath translucent Grand Feu enamel, with the patterns and colors selected to complement the miniature paintings on the casebacks.
Jaeger-LeCoultre Exhibition in Shanghai
Meanwhile, in Shanghai, Jaeger-LeCoultre is preparing to open a public exhibition highlighting the influence of its Swiss manufacturing facility in the Vallée de Joux and its role in the development of modern high watchmaking.
“The Valley of Inventions” will be held September 10-23 at Zhang Yuan W4, Lane 188, Maoming North Road, Jing’an District.
Jaeger-LeCoultre describes the exhibition as an immersion into the creative and cultural universe of the Maison, including its origins and its mastery of precision.
The Jaeger-LeCoultre Shanghai exhibition is organized around four themes: “Precision and Chronometry,” “Precision and Tourbillon,” “Precision and Multi-Axis Tourbillons” and “Precision and Complications.”
This story was originally published on forbes.com and all figures are in USD.
Want to see more Forbes articles on your feed? Tap here to make Forbes Australia a preferred source on Google.
Look back on the week that was with hand-picked articles from Australia and around the world. Sign up to the Forbes Australia newsletter here or become a member here.
