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Gwyneth Paltrow Teams Up with Luxe Watchmaker Baume & Mercier

01/11/2011 at 06:00 PM ET

Gwyneth Paltrow Baume Mercier AFF-USA

Watch out, Gwyneth Paltrow‘s got a new project in the works! The multi-talented actress, who most recently sang and danced her way into our hearts guest starring on Glee, is now pairing up with storied Swiss watchmaker Baume & Mercier, reports WWD. As the 180-year-old company’s newest brand ambassador – or “friend of the brand” as the company prefers calling her – Paltrow will engage in “communication projects,” kicking off the SIHH watch fair cocktail party in Geneva later this month, but she won’t be lending her face to any ad campaigns. Despite the company’s Swiss roots, the rebranding strategy includes aligning its new image with the Hamptons, the name of a watch that will relaunch this fall—as well as the tony New York resort town where Paltrow is known to spend time. “Our positioning remains as a brand that offers high-quality products with a beautiful design,” CEO Alain Zimmermann told WWD. Past ambassadors include fellow actresses like Meg Ryan, Kim Basinger, Teri Hatcher and Evangeline Lilly. With a lifestyle maven like Gwyneth at the helm, we have a feeling Baume & Mercier will get the lift it’s looking for in no time! – Hana Choi

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Jon on

That’s nice, good luck, and Happy Belated Birthday goes out to Jessica Alba’s Husband, Cash Warren!

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