Cristiano Ronaldo for Jacob and Co

After Nike and Armani, Cristiano Ronaldo is now going to be the face of the very luxurious jewelry and watch brand Jacob & Co.

The Portuguese footballer has the ideal look to represent luxurious brands. And for once, he doesn’t have to show off his six-pack to highlight the product.

Cristiano Ronaldo Jacob and Co

As Ronaldo explained, the collaboration made sense: “As a collector of the world’s finest watches, it’s obvious [to me] how much passion Jacob & Co. has for quality.”

American brand Jacob & Co has uploaded a behind-the-scenes video of the campaign which shows the footballer in casual wear (a leather jacket and sweater) and more formal attire (a black tuxedo).

Ronaldo for Jacob and Co

Ronaldo also unveiled a first image on his Facebook page in which he is wearing a Jacob & Co’s Ghost watch that caught his eye on set: “I fell in love with the new Ghost watch. It’s a perfect fit for my lifestyle as I’m constantly traveling internationally.”