Jaeger-LeCoultre appointed actor Omar Sy as a Friend of the House, the watchmaker announced exclusively to WWD. Sy, 47, is the first Black person to hold the title.
Key facts
- Omar Sy, 47, appointed Friend of the House
- First Black person to hold the Jaeger-LeCoultre title
- Sy starred in Netflix 'Lupin' and 'The Intouchables'
- Jaeger-LeCoultre owned by Richemont
- Financial terms not disclosed
Jaeger-LeCoultre appointed actor Omar Sy as a Friend of the House, the watchmaker announced exclusively to WWD. Sy, 47, is best known for starring in the Netflix series "Lupin" and the Oscar-nominated film "The Intouchables." The title "Friend of the House" is a longstanding Jaeger-LeCoultre designation for brand ambassadors, distinct from the higher-profile "Ambassador" role held by figures like Benedict Cumberbatch.
Sy's appointment marks a notable shift for the 190-year-old Swiss watchmaker. He is the first Black person to hold the Friend of the House title, which Jaeger-LeCoultre has used for decades to align with artists, athletes, and cultural figures. The company did not disclose the financial terms or duration of the partnership.
The move follows Jaeger-LeCoultre's strategy of aligning with culturally relevant figures to reach younger luxury buyers, particularly in markets like France and the U.S. where Sy's "Lupin" series has drawn millions of viewers. The watchmaker has previously appointed actors including Cumberbatch, but Sy brings a broader pop-culture reach, including his role in Marvel's "X-Men: Days of Future Past" and upcoming projects.
Why this matters
Jaeger-LeCoultre, owned by Richemont, competes in the ultra-luxury segment with watches averaging $10,000+. Brand ambassadors are critical for visibility in a market where heritage often outweighs marketing spend. Sy's appointment signals an intentional diversification play, both in terms of who represents the brand and what audiences it targets. Richemont does not break out Jaeger-LeCoultre's revenue separately, but the brand has been investing in celebrity partnerships — including naming actress Anya Taylor-Joy as an ambassador in 2021 — to compete with Rolex and Patek Philippe for mindshare among younger collectors.
For Sy, the partnership aligns with his growing luxury portfolio. He has previously worked with brands including Louis Vuitton and L'Oréal. The Friend of the House title typically involves attending events, wearing the brand's watches, and appearing in marketing campaigns — less formal than a full ambassador contract but still carrying cachet in the watch world.
Key Takeaways
- Jaeger-LeCoultre names Omar Sy Friend of the House, first Black person to hold title.
- Move targets younger luxury buyers.
What to watch
Watch for Sy's first public appearance wearing Jaeger-LeCoultre — likely at a film premiere or red carpet event in the next 3-6 months. Also watch for whether the brand expands its ambassador roster to include other actors of color, and whether Richemont discloses Sy's impact on brand search traffic or social media engagement.
