The year of Robert Pattinson has another high mark.

The actor, who is filming The Batman during a year that will see consecutive releases of The Drama, The Odyssey, Primetime and Dune: Part Three, has been named a global ambassador for Jaeger-LeCoultre.

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The new role is a natural progression for the London-born Pattinson who is said to be a “genuine admirer” of fine watchmaking and mechanical timepieces. “For me, the most compelling objects are the ones that have real depth to them. A great watch isn’t just about precision — it’s about character, craftsmanship and the story behind how it’s made. Jaeger-LeCoultre has always embodied that kind of quiet mastery,” Pattinson said in a statement. “There’s an integrity to everything they create, where technical innovation and artistic expression exist in perfect balance. I find that approach incredibly inspiring, and it’s something I deeply connect with in my own work.”

His work, authenticity, sense of style and the boldness with which he carves his own path in Hollywood and beyond proved to right in sync with the luxury watchmaker. “Robert Pattinson represents a rare combination of artistic depth, curiosity and authenticity,” praised Jaeger-LeCoultre CEO Jérôme Lambert. “His journey is defined by a relentless commitment to excellence and an independent spirit that aligns seamlessly with the values of our maison. We are delighted to welcome him to the Jaeger-LeCoultre family.”

The company is embracing his appointment as a sort of “new chapter” by deepening the house’s touchpoints in contemporary culture. And they don’t get much more current than Pattinson, who joins fellow ambassadors like South Korean artist IU, Jackson Lee, Kim Woo-Bin, Zhang Ziyi and Lenny Kravitz and friends of the house like Omar Sy, Joshua Hong and others. Pattinson’s campaign will continue to roll out through mid-September.

After Lance Oppenheim’s Primetime, which premieres at the Venice Film Festival, and Denis Villeneuve’s Dune: Part Three, Pattinson will next be seen in Fernando Meirelles’ Here Comes the Flood opposite Denzel Washington and Daisy Edgar-Jones in early 2027. Pattinson is the founder of the U.S.-based production company Icki Eneo Arlo, which is shepherding Primetime, India Donaldson’s The Chaperones and Parker Finn’s adaptation of Possession starring Margaret Qualley, Callum Turner and Paul Dano.

Pattinson’s other credits include playing Edward Cullen in The Twilight Saga, The King, The Devil All the Time, Good Time, High Life, The Lighthouse, Tenet, The Batman, Mickey 17, Die My Love and more.

See below for images from his new campaign, and way below for a brief Q&A the in-demand actor did on behalf of Jaeger-LeCoultre as part of the launch.

If you had to describe Jaeger-LeCoultre without using the word “watch,” only through ideas of craft and discipline, what would you say?

Timeless. More than an easy pun, Jaeger-LeCoultre gives me a welcome pause from the fast paced chaos swirling everyday. Looking at the time on such a beautifully crafted work of art allows for a stillness that is so hard to come by. There’s an oxymoronic nature to looking at a watch and feeling the infinite unfold and a true rarity to be able to find something so magical in an object. So steeped in time it creates timelessness.

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What is something about acting that you only truly understood after years of doing it, something no one really warned you about?

It helps if you can fall asleep easily in random places and positions. Especially since I’ve been working on back-to-back projects and sometimes simultaneous projects as both producer and actor, it’s important to be able to get a kip in whenever possible. Also, there’s inevitably going to be long periods of waiting between setups or if you’re not needed for a scene, so seize the moment to get some sleep if you can.

When someone chooses to wear a Jaeger-LeCoultre timepiece, what do you think it says about them? And what does it say about you?

Attention to detail and an awareness that through attention, imagination, and work, you can create something meaningfully timeless. Having a reminder of this on one’s wrist is a gift as much as a gesture, and I like that a Jaeger-LeCoultre timepiece is giving as much it is showing.

What does it mean to you today to represent a Maison like Jaeger-LeCoultre on a global scale?

The watch represents passion and drive across centuries. It is an honor as beautiful and rare as such an object. I’ve always been drawn to seeing what others choose to collect, as if I could backward engineer their identity and stories while also seeing what new world is created between the objects in that collection. How do things change when they are assembled through love and attention and put in consort with one another? Jaeger-LeCoultre gives me a similar sense of history, identity, and unique storytelling in all of their intricately considered and crafted timepieces.

It feels powerful to look at an object and feel its provenance. Even if newly manufactured, a Jaeger-LeCoultre timepiece tells stories of centuries which makes the present that much richer. With everything moving so fast in our modern world, it’s a gentle and weighted reminder that things of beauty outlast passing modes, helping us to focus on what incredible feats humans can accomplish on any scale with time, care and attention.

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