Major Ambassador Appointments Everyone Is Talking About in 2025

What is celebrity culture if not a bridge for those who aspire to live a life of refinement? It is the same idea that the uber-exclusive club of watches and jewellery stands for. A well-crafted necklace or a cutting-edge timepiece is oftentimes a gateway to a century-long legacy—acquiring a piece of it means acquiring a piece of history. That’s not to mention its weight as a symbol of status. Needless to say, luxury houses impose strict standards when it comes to courting the company they wish to keep. These high-profile figures tower above their contemporaries, not only for their large following but also for their values, which seamlessly align with the brands they work in tandem with.

DAKOTA JOHNSON FOR ROBERTO COIN

From leading the critically acclaimed Materialists to producing Cannes breakout Splitsville, Dakota Johnson is having a banner year. The latest development promises an even more sparkling 2025 for the actress—she has been appointed as the global brand ambassador for Roberto Coin. Johnson makes her debut in a Venice-set campaign photographed by Craig McDean, where she can be seen wearing pieces from the brand’s most iconic collections, including Love in Verona and Venetian Princess.

GEMMA CHAN FOR CARTIER

Cartier has found its latest muse in Gemma Chan. Known for her standout performances in Crazy Rich Asians and Marvel’s Eternals, the British actress brings her timeless charm and modern grace to the French luxury house as its ambassador. Marking her debut in her new role, Chan shines in a series of images, draped in the masterpieces from the En Équilibre high jewellery collection that was recently unveiled in Stockholm. 

AARON TAYLOR-JOHNSON FOR OMEGA

Joining the ranks of George Clooney, Nicole Kidman, and Daniel Craig as the face of Omega is Aaron Taylor-Johnson. Starting his new role on a high note, the British actor visited the brand’s headquarters in Biel, Switzerland. With a Speedmaster First Omega in Space wrapped elegantly around his wrist, Taylor-Johnson immersed himself in the watchmaker’s awe-inspiring history and discovered the mechanical ingenuity that has set it apart from its contemporaries.

ZHANG ZIYI FOR TIFFANY & CO.

Tiffany & Co. is once again tapping into the world of cinema to tell its story. This time around, the American heritage house links up with Chinese actress Zhang Ziyi, and it’s already looking like a marriage made in jewellery heaven. The Memoirs of a Geisha star makes her debut with a striking portrait, in which she can be seen wearing head-turning designs, including the Jean Schlumberger by Tiffany Stars and Moons necklace.

I.N FOR DAMIANI

K-pop’s golden child, I.N, continues to make his mark in the world as he joins Damiani as its ambassador. Known for his unique style and unmistakable aura—qualities that resonate deeply with the Italian brand—the Stray Kids member wields a strong influence on the new generation of consumers. I.N makes his grand entrance with a series of photographs, wearing pieces from the Damiani Belle Époque and Belle Époque Reel collections.

AUSTIN BUTLER FOR BREITLING

Oscar-nominated actor Austin Butler has found his next high-profile project, and it’s unlike anything you’ve seen before. Joining the exclusive Breitling Squad, the Elvis star dives into his role head first, fronting the campaign of the new Top Time B31. Exuding his effortless confidence, Butler shines a light on the latest Caliber B31. It is the first three-hand manufacture movement designed and developed by the leading Swiss watchmaker.

MIKEY MADISON FOR TIFFANY & CO.

The anointing of Anora star Mikey Madison as a red carpet royalty is due in no small part to the exquisite jewellery she donned during the awards season early this year. After dazzling the campaign trail with a number of archival pieces by Tiffany & Co., the Oscar winner is now officially part of the storied house. Madison makes her grand entrance with a HardWear by Tiffany campaign, captured by renowned photographer Harley Weir.

HENRY CAVILL FOR LONGINES

At Longines, elegance is an attitude. It is a quality that is reflected in its creations and the company it keeps. Just look at its newest Ambassador of Elegance, Henry Cavill. Known for his unique blend of refinement and authenticity, the Man of Steel actor makes a fine addition to the Swiss watchmaker’s illustrious family. His latest role will see him immerse himself in the brand’s legacy, starting with a visit to its Saint-Imier headquarters.

GIANNA JUN FOR PIAGET

After gracing the brand’s Watches and Wonders booth this year, the inclusion of Korean actress Gianna Jun in the Piaget Society seems so obvious in hindsight. The My Sassy Girl star makes her debut with a captivating new campaign lensed by Ben Hassett. Imparting her timeless elegance onto the celluloid, Jun carries herself with an effortless allure as she dons Piaget’s latest Sixtie timepiece and Swinging Sautoir necklace.

DAMIANO DAVID FOR BVLGARI

Bvlgari has added another star, Damiano David, to its constellation of ambassadors. Thrust into public consciousness a few years back with his rock-n-roll rendition of 1967’s ‘Beggin’, the Måneskin frontman has dazzled fans worldwide with his vocal prowess and daring style. His solo endeavour has only reaffirmed his position as one of the leading voices in the industry. David’s artistic integrity as well as Roman roots make this link-up a match made in jewellery heaven.

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