Girard-Perregaux has made actor Chen Xiao its ambassador in China

Luxury Swiss watchmaker Girard-Perregaux has named actor Chen Xiao its new ambassador in China. The thirty-something actor's elegance and charisma are highlighted in the brand's first visual ad campaign.

Known for his role in the '90s TV series "Our Class Song," Chinese actor and model Chen Xiao has quickly made a place for himself in cinema and television. He has since appeared in several films ("The Palace," "Who Sleeps my Bro") and TV series ("Swordsman," "Legend of Lu Zhen," "The Romance of the Condor Heroes").

Now he also takes on the role of luxury watchmaker Girard-Perregaux's new brand ambassador in China, appearing in a first ad campaign which emphasizes precision, innovation, and elegance. Chen Xiao's reputation for free-spiritedness and determination are also highlighted.

"The values that Chen Xiao promotes through his personality and his acting are attuned to those of our brand.... Nowadays, a watch must give us much more than just the time; it must tell a story, feature a beautiful design, channel meaning and emotions -- exactly like the acting of Chen Xiao and the roles he chooses. It is this philosophy of both life and work that we share with Chen Xiao," emphasized Patrick Pruniaux, CEO of Girard-Perregaux, in a statement.