Jake Gyllenhaal has been tapped to front the campaign for Cartier’s latest watch design.
On Monday (26Mar18), representatives for the French luxury goods company announced that the Stronger actor will star in the marketing imagery for the new Santos de Cartier timepiece.
The first photograph from the campaign depicts Jake wearing jeans and a blue sweater while sitting on a wooden stool and holding onto his knee while he sports the two-tone version of the watch on his left wrist.
According to WWD, the actor was chosen as the embodiment of the “Santos de Cartier man”, who is described by a spokesperson for Cartier, as a “fearless and honest” man, “who does nothing by halves.”
“Jake Gyllenhaal reveals a new side to his talent with every film, performing a wide variety of roles. Cartier was drawn to his invincible style and fearless spirit,” a Cartier spokesperson said, according to WWD.
The Santos de Cartier watch was originally created for Brazilian aviation pioneer Alberto Santos-Dumont by Louis Cartier in 1904, with the piece featuring a distinctive square bezel. Cartier launched a new take on the classic piece earlier this year, offering customers the choice of a metal band or leather strap.
While Cartier’s Love bracelets have garnered a huge A-list following, with fans including Jennifer Aniston, Jessica Alba, Mila Kunis, Kourtney Kardashian and Kylie Jenner, the brand typically avoids employing celebrity names for campaigns.
Jake is also very selective when it comes to endorsements, though last year, added modeling to his resume when he appeared in the advertisements for Calvin Klein’s Eternity fragrance.