Hollywood actress Cameron Diaz has become the new face of luxury watch brand Tag Heuer. The multi-million dollar deal will feature Diaz as a brand “ambassador.

The actress follows in the footsteps of Leonardo DiCaprio, Maria Sharapova and Tiger Woods, who have all starred in campaigns for the watch manufacturers.

Audemars Piguet has just announced the appointment of NBA basketball player LeBron James as the new global brand ambassador.

In addition to representing the brand on the international stage, LeBron will collaborate with Audemars Piguet to create a special limited-edition watch.

LeBron has decided to donate the proceeds from any future auctions of his timepieces to his namesake charity, the LeBron James Family Foundation and its children’s related activities.

Serving as Official Timekeeper of the Tour Auto for the sixth year running, Audemars Piguet is launching a limited edition watch to commemorate the event.

With its distinctly retro touch, the 2011 Audemars Piguet Millenary Tour Auto Chronograph masterfully captures the vintage spirit of the Tour Auto race.

The new watch is available with a 47 mm case, fashioned from steel. Its back side is embossed with the Tour Auto logo.

Glashütte Original released a very nice and legible Perpetual Calendar in its flagship Senator collection.

The reference 100-02-25-05-04 features a red gold case which pairs nicely against the black-dial with white Arabic numerals.

The moon phase disc also fits onto the dial nicely and is adorned with silver stars and a radiant silver moon.

Watchmakers gave upbeat forecasts for 2011 at the industry’s largest fair on Wednesday, although the deadly earthquake which hit key luxury consuming country Japan and Arab uprisings cast shadows over the expectations.

Industry giants including Swatch and LVMH have all posted strong recoveries over 2010 and they are expecting the recovery to continue in 2011.

Swiss exhibitors underlined that January sales were up 16.9 percent over a year ago and predicted that 2011 would be a new record year for the industry.

House of VOILA has released their Collection #9. The watch incorporates several elements of Chinese Feng Shui bringing positive energy into the timepiece.

the #NINE Collection by Voila features a figure eight design with two harmoniously balanced watch faces.

Voila has designed the #NINE Collection to feature local time on its upper face, while the lower face is intended for a global time of the wearer’s choice.