It isn’t every day that a legendary rock star, singer, songwriter, musician and more joins a watch brand as global brand ambassador. But in a recent coup, Lenny Kravitz became the global ambassador for Swiss watch brand Jaeger-LeCoultre. It is a huge move for the brand, that will help gain attention around the world, but specifically in the United States, from which the 58-year-old award-winning celebrity hails.
Referred to by many as a true Renaissance man, Kravitz has spent a lifetime indulging in, and accomplishing success in many walks of life, including photography, design, producing and more. His artistic style incorporates so many genres, including rock, blues, soul and jazz, among others. He has also won awards ranging from The Grammy to American Music Award, Blockbuster Entertainment Award and more. He has starred in the first two Hunger Games films and performed alongside Katy Perry at Super Bowl XLIX during halftime. Kravitz was even recognized last year by the Council of Fashion Designer of America (CFDA) , which bestowed on him its Fashion Icon Award.
His prolific career, still in its heyday, makes him one of the most viable brand ambassadors on the market. According to Kravitz, he has been a watch lover since his youth and he feels his creative philosophy parallels with Jaeger-LeCoultre.“For creators, the most important thing is finding their voice, knowing what they represent and being true to their vision – while always staying open to new ways of thinking,” he says. “I feel very drawn to Jaeger-LeCoultre. The way they combine such a high level of craftsmanship, design and function in their watches – that really resonates with me.”
According to Kravitz, his favorite Jaeger-LeCoultre watch is the famed Reverso. With Art Deco appeal, this watch was first created in 1931 in answer to a call from polo players looking for a watch that wouldn’t break during play. Jaeger-LeCoultre created a case base wherein the watch case resides. It can be pushed out of the case holder, turned over (or reversed), and put back in place. The original watch featured a dial on one side and a full metal jacket on the other side.
Currently, Kravitz is wearing a Reverso Tribute Tourbillon that rwtails for $139,000. To celebrate his debut as a global brand ambassador, Jaeger-LeCoultre is kicking off a new marketing campaign that includes a film recently completed – and set to debut in May – starring Kravitz and fellow Jaeger-LeCoultre brand ambassador Anya Taylor-Joy, who represents the brand’s women’s watches.
“With his artistry, inventiveness and ability to transcend genres, Lenny epitomizes Jaeger-LeCoultre’s values and style,” says Catherine Rénier, the CEO of Jaeger-LeCoultre. “We are delighted to have him represent our Maison.”
Kravitz joins Jaeger-LeCoultre’s already strong lineup of brand ambassadors that includes Jackson Yee, Amanda Seyfried, Nicholas Hoult and others.
(This article by Roberta Naas first appeared on Forbes.com.)