Celebrity

Exclusive: Anya Taylor-Joy is the new face of Jaeger-LeCoultre

Actress Anya Taylor-Joy has been announced as the latest ambassador for watchmaker Jaeger Le-Coultre. The British-Argentine star follows in the footsteps of other celebrities who have represented the watchmaker, including Benedict Cumberbatch, Amanda Seyfried and Nicholas Hoult

By Kim Parker

Swiss luxury watchmaker has announced Anya Taylor-Joy, star of The Queen’s Gambit and Emma, as its latest ambassador.

Anya Taylor-Joy is the latest face of Jaeger-LeCoultre

The campaign, entitled ‘A Call of the Heart’, sees Taylor-Joy taking a phone call in a sleek wooden booth, and was inspired by an historic phone call made by Jacques-David LeCoultre to the Parisian watchmaker, Edmond Jaeger, in 1903. In that call, LeCoultre accepted a challenge set by Jaeger to created an ultra-thin watch movement, marking the start of a long and successful collaboration between the pair – one that eventually led to the foundation of the company as we know it today.

The new campaign is based on an historic phonemail from 1903

“The encounter with Anya was meant to be,” says Catherine Rénier, CEO of Jaeger-LeCoultre, of the brand’s latest collaboration. “Her long family history with polo and interest in watchmaking led us to a natural partnership. With her ethereal beauty, her sensitivity, her talent and hardworking ethics, she embodies the values and style of our Maison.”

Given that one of Jaeger-LeCoultre’s most iconic timepieces, the Reverso, has its origins as a sport watch created for polo players (its reversible case prevented the dial from being smashed during matches, which are extremely physical), hiring a natural equestrian as an ambassador seems a logical move. Though she was born in Miami, Taylor-Joy was raised in Buenos Aires, Argentina, where she had, she once told reporters, a “beautiful” childhood, “with dogs, cats, horses and ducklings.” “I want to live on a farm,” she has also told interviewers in the past. “I want to work, come into the city when I want to, and then disappear and ride all day.”

The actress follows in the impeccable footsteps of fellow British actors Nicholas Hoult, star of X-Men and About A Boy, Amanda Seyfried and Benedict Cumberbatch, who are all friends of the watchmaking Maison.

Like this? Read about Mark Ronson’s collaboration with Audemars Piguet

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