Ryan Reynolds will be keeping time with luxury watch designer Piaget after signing on as a new brand ambassador.
The stylish Deadpool star will model the firm's collection of watches in a new international advertising campaign, and the actor admits he has always admired the "iconic" timepieces since he was "just a little kid".
"You can't find a more iconic brand, or one which better exemplifies craftsmanship, elegance and creativity," Ryan tells Pret-a-Reporter. "I work in a field in which things can be cast away quite quickly. So when you find something iconic, something timeless, it's important."
Piaget CEO Philippe Leopold-Metzger explains Blake Lively's husband is the perfect person to front the brand because he has the charisma, good looks, and onscreen talent to represent the company around the world.
He adds, "Like Piaget, he fearlessly brings creativity to his art."
Ryan also celebrated the new role by taking to Instagram.com on Thursday (09Jun16) to share his new ad.
"I could not be more proud and happy to have joined the @piaget family!," he writes, before joking, "I'll greatly miss my real family, but we all know this is for the best."
The Canadian joins actress Jessica Chastain as a brand ambassador, after she was appointed the new face of Piaget's jewelry division in early 2015.
The Zero Dark Thirty star hit the red carpet at the 2015 Golden Globe Awards in Los Angeles dripping in 34 carats-worth of diamonds on loan from the top firm, and days later, she was unveiled as the company's celebrity spokesmodel.
A statement released by the actress at the time read: "It is an incredible honor to be in partnership with Piaget. Their attention to detail is unparalleled and their beautiful collection reflects the company's motto to 'Always do better than necessary.'"