Gwyneth Paltrow has joined Baume & Mercier as a friend of the brand. The new relationship kicks off with an exclusive cocktail party at SIHH in Geneva on January 17. The multi-talented Oscar-winning actress recently sang her way into the hearts of a new generation with her rendition of Cee-Lo’s Forget You on Glee, and she made her live singing debut performing the title track from her movie Country Strong on the CMAs.
Though Paltrow will not be lending her face to advertising campaigns, she will work with Baume & Mercier on various projects, most likely centering on the brand’s Hamptons line. Paltrow has a summer home in the tony resort town town for which the line is named.