Ryan Reynolds

STAR DRAW: Canadian heartthrob Ryan Reynolds has become the latest Hollywood addition to fine watchmaking after a guest appearance on Swiss watchmaker Piaget’s stand at the Salon International de la Haute Horlogerie (SIHH) trade show in Geneva on Monday.

The “Deadpool” actor showed up to mark the 60th anniversary of Piaget’s Altiplano ultrathin men’s watch.

“The Altiplano watch has become an icon in the past 60 years, evolving with time but also remaining extremely elegant,” Reynolds said in a statement. He is one of two film star ambassadors for the brand alongside Jessica Chastain.

Reynolds’ presence helped to draw attention to various Altiplano innovations launched at this year’s SIHH, against a background of tough times for Swiss watchmakers because of the strong Swiss franc and sharply lower demand in many key markets, notably Hong Kong.

Separately, IWC, also owned by Piaget parent Compagnie Financière Richemont, had “Orange is the New Black” star Taylor Schilling on hand as its latest “friend of the brand”. Her appearance on the stand came ahead of IWC’s traditional star-studded party, scheduled for Tuesday evening.