Benedict Cumberbatch is now starring as brand rep for Jaeger-LeCoultre

Benedict Cumberbatch is now starring as brand rep for Jaeger-LeCoultre

Man of the hour

Text: Angelyn Kwek

Besides the big and small screens, you’ll now see Benedict Cumberbatch on ads for Jaeger-LeCoultre

This is not a bonus #ManCrushMonday, but if Benedict Cumberbatch is your eternal mancrush then you certainly have a reason to celebrate as the Brit actor has been announced as Jaeger-LeCoultre's newest brand ambassador.

A man of many hats — did you know he was also knighted Commander of the Order of the British Empire by Queen E in 2015? — Cumberbatch is also an haute horlogerie fan on top of his passion for the performing acts. He elaborates: "Being a great watchmaking enthusiast, I am delighted to be associated with such an outstanding watch manufacture as Jaeger-LeCoultre and to be visiting the Manufacture in the Vallée de Joux in January."

And if you've re-watched Dr Strange enough times to know it by heart, you'll might have also realised it was a Jaeger-LeCoultre Master Ultra Thin Perpetual that was incorporated into the movie's plot. While we've unclear if it was Cumberbatch who picked the maison to be his horology co-star or the other way around, it doesn't take a consulting detective to see why he was minted as Jaeger-LeCoultre's new rep. The embodiment of the elegant and active man of today, whose integrity comes through no matter the role he undertakes, Cumberbatch is also a dedicated family man and charity advocate —values that the brand stands by. As Sherlock Holmes would say, it's elementary.