At the Salon International de la Haute Horlogerie (SIHH) in Geneva, Montblanc announced the Australian actor as the latest face of its watches, writing instruments and leather goods.

As Montblanc‘s international brand ambassador, Hugh Jackman will appear in campaigns for the company’s luxury goods worldwide although not in the US.

“I am delighted to be part of the Montblanc family. I have always admired what the brand stands for, its fascinating history, and the quality and originality of its products,” stated the actor.

At SIHH 2014, Montblanc is unveiling a number of new luxury timepieces, including a watch designed as an homage to horologer Nicolas Rieussec, the Meisterstück Heritage collection, and the TimeWalker Chronograph 100.