South Korean singer and actress IU has been unveiled as the newest ambassador for Jaeger-LeCoultre, following in the footsteps of personalities including Zhang Ziyi and Lenny Kravitz.

The luxury watchmaker shared the news on Instagram, posting 'Jaeger-LeCoultre is proud to announce IU as new Global Ambassador. Renowned for her artistry, authenticity and evolving creative expression, IU embodies a modern elegance that resonates deeply with the Manufacturer's enduring vision of timeless craftsmanship'.