It’s stiff competition securing brand ambassadors these days, considering idol groups can be snapped up and locked in after releasing just their debut single. But there’s so much at stake: recognition, an association with public figures who are currently in the news (for the right reasons), and access to their legions of adoring fans. 2024 has seen a bumper crop of celebrity ambassador announcements, and we’re barely halfway through the year. To catch you up, here are the new faces of the watch and jewellery world to know and remember.

Jeff Satur for Cartier

After months of appearing in Cartier’s creations, the actor and singer is now officially part of the family, having been announced as the maison’s latest Thailand ambassador, where he’s in the company of other Thai talents Kimberley Anne Woltemas and Thanapob Leeratanakachorn.

Barry Keoghan for Omega

Technically a Friend of the Brand, the Saltburn actor has made it official with Omega after appearing at the brand’s massive launch event in Milan this April for the latest Speedmaster 38mm novelties, and walking the Met Gala red carpet wearing three Omega watches.

Lee Jun-ho for Piaget

The 2PM singer and dancer has been named a global ambassador of Maison Piaget, which recognised him for his “bright and cheerful personality, as well as neat and sophisticated fashion style.”

Apo Nattawin for Piaget

Also inducted into the Piaget Society as Global Ambassador is Apo Nattawin, fresh from his appearance at Watches & Wonders Geneva for Piaget, as well as the maison’s recent Essence of Extraleganza high jewellery gala.

Cheng Yi for Tudor

Best known for his roles in Noble Aspirations and Mysterious Lotus Casebook, Chinese actor and singer Cheng Yi joined the Tudor family earlier this year, making his appearance styled with the Tudor Royal 41mm in steel with a radial-brushed salmon dial.

Liu Haoran for TAG Heuer

Also known as Turbo Liu, the actor who made his debut in the film Beijing Love Story and went on to star in Detective Chinatown was named a TAG Heuer ambassador wearing the watchmaker’s Carrera Chronograph Year of the Dragon.

Yosh Yu for Hublot

One of the breakout stars of the Chinese epic film Creation of the Gods I: Kingdom of Storms, equestrian, open-water diver and actor Yosh Yu was selected as one of Hublot’s latest brand ambassadors for “fearlessly embrac[ing] challenges, strid[ing] forward with courage and continuously push[ing] boundaries with the spirit of fusion to fully embody the brand philosophy of Hublot: Be First, Unique and Different.”

Yosh Yu for Chaumet

2024 must be Yosh Yu’s year. Besides earning a spot in the Hublot family, he was concurrently named China brand ambassador for Chaumet, for which he wore the maison’s Bee My Love jewellery collection in his first campaign appearance for the brand.

Aya Asahina for Chaumet

In a sharp contrast to kicking serious butt as Hikari Kuina on the Netflix series Alice in Borderland, Japanese actress and model Aya Asahina channelled a more subdued, elegant look when she was announced as Chaumet’s Japan ambassador in May.

This article was first seen on Grazia Singapore.

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