Ryan Reynolds as Piaget's newest brand ambassador.

Could a superhero save the luxury watch sector from its current doldrums? Piaget, the Richemont-owned watchmaker and jeweler, certainly hopes so. The company today named “Deadpool” actor Ryan Reynolds as its newest international male brand ambassador for Piaget watches.

According to Piaget chief executive officer Philippe Léopold-Metzger, the actor possesses “elegance and charisma” like any good movie star should. “[Ryan’s] daring on-screen performances paired with his magnetic good looks have earned him a place as one of Hollywood’s leading men. Like Piaget, he fearlessly brings creativity to his art,” said Metzger.

Said the Canadian-born Reynolds, “I’ve known of Piaget since I was just a little kid. You can’t find a more iconic brand, or one which better exemplifies craftsmanship, elegance and creativity. This is something that means a lot to me.

“I work in a field in which things can be cast away quite quickly. So when you find something timeless, it’s important. And that’s one of the many things I love about Piaget,” he continued.

Reynolds will next appear in the science fiction thriller “Life” next year, and the sequel to “Deadpool” in 2018. Before that, he and his wife Blake Lively will welcome their second child this year. As for Piaget, which already counts Oscar-nominated actress Jessica Chastain as its female international ambassador, it will solidify its foothold in Hollywood as the premiere sponsor of the Film Independent Spirit Awards for the 10th consecutive year come February.