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.

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 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.”