Benedict Cumberbatch is latest Jaeger-LeCoultre brand ambassador

The Swiss watchmaker has named British actor Benedict Cumberbatch -- known for roles including Sherlock Holmes and Dr. Strange -- as its new global brand ambassador. The actor will be making an appearance at the Salon International de la Haute Horlogerie (SIHH) luxury watch trade show in Geneva, January 15-19.

As a partner of various cinema-related events, including the Venice International Film Festival, Jaeger-LeCoultre cultivates close links with the world of filmmaking. It therefore comes as no surprise to see that the luxury watchmaker has signed up actor Benedict Cumberbatch as its latest brand ambassador.

"Being a great watchmaking enthusiast I am delighted to be associated with such an outstanding watch manufacture as Jaeger-LeCoultre and to be visiting the Manufacture in the Vallée de Joux in January," said the British actor, who was appointed a Commander of the Order of the British Empire (CBE) in June 2015 for his services to the performing arts and to charity.

As the brand's new ambassador, Benedict Cumberbatch will be heading to the SIHH watch fair in Geneva, which opened January 15.

As well as playing Stephen Strange in Marvel's  "Doctor Strange" movie, released in 2016, and the title role in TV series "Sherlock," Benedict Cumberbatch's other movies include "Tinker Tailor Soldier Spy," "Twelve Years a Slave," "The Hobbit" and "The Imitation Game." He also stars in "Avengers: Infinity War," slated for release in 2018.