Luxury Swiss watchmaker Longines, celebrating its 180th anniversary this year, has announced the appointment of Australian TV and film actor Simon Baker as its new Worldwide Ambassador of Elegance.

Baker's credits include LA Confidential and The Devil Wears Prada and the brand believes he underlines the slogan 'elegance is an attitude'. Official introduction takes place at this weekend's Prix de Diane Longines in France. Other brand ambassadors include Kate Winslet, Andre Agassi and Steffi Graf.