Tuki Brando – Marlon Brando’s grandson, the son of his daughter Cheyenne Jackson – is the face of a new campaign for the French watch brand TechnoMarine.

Joining him on the company’s roster are Taiwanese model Chin Hsi, Arben Bajraktaraj and Slovakian model Ivana Vancova.

All are shown wearing a watch over one eye like a patch, in a strategy designed to appeal to a young, irreverent consumer.

“The brand was at a stage where this renewal of communication was really needed. We are in a storytelling business, and unfortunately, I think the brand had little to say these last years,” said the new chief executive officer Jacques-Philippe Auriol.

The campaign was created by TechnoMarine board member Jean-Marc Loubier, produced by French consultancy Being and shot by photographers Nicolas Guérin for the portraits and Benjamin Bouchet for the still lifes.

New faces will be added every year. “We’re building a portrait gallery and we want to build a saga for the coming 10 years or more.”