Chinese actor and singer Jackson Yee named global ambassador of Jaeger-LeCoultre
Yee, a member of boyband TFBoys, is one of China’s biggest celebrities.
In recent years, the biggest luxury brands in the world have been appointing Asia’s most famous faces as brand ambassadors, signifying the growing importance of the Asian market.
The latest announcement comes from Swiss watchmaker Jaeger-LeCoultre; it has just appointed Chinese actor, singer and dancer Jackson Yee, also known as Yi Yang Qian Xi, as the latest face of the brand. At just 22 years old, Yee is one of China’s most popular celebrities. He made his professional debut at the age of five, appearing in several variety programmes. He was also the youngest member of Chinese boyband TFBoys in 2013.
Yee has starred in several films. He played a leading role in romantic thriller Better Days, which was nominated for the Best International Film award at the 2021 Oscars. At the 35th Hundred Flowers Awards, a prestigious film awards ceremony in China, Yee won the Best Newcomer Award and at the 39th Hong Kong Film Awards, he took home the trophy for Best Newcomer.
“I greatly admire Jaeger-LeCoultre for its elegant and timeless style, rich heritage and constant quest for innovation,” Yee said of his latest appointment. “I feel honoured to work with the maison and very much look forward to our new collaboration.”
In his first photoshoot for the brand, Yee wears the new Reverso Tribute Duoface Calendar in pink gold. The timepiece combines two Jaeger-LeCoultre complications – the triple calendar and the Duoface. The latter allows the wearer to display two time zones on different faces.
Aside from Jaeger-LeCoultre, Yee is also the ambassador for Emporio Armani and Tiffany & Co.
Yee’s star power is undeniable – for two years straight, the singer and actor has topped the Forbes China Celebrity List, which ranks the influence of Chinese celebrities based on factors such as their commercial value or exposure in the media. He is the youngest celebrity ever to top the list.