Gwyneth Paltrow is everywhere lately. The actress who is currently promoting her new movie Country Strong
and recently appeared on Glee
has been tapped as the latest ambassador for Swiss watch brand Baume & Mercier
. Unlike past faces of the brand including Teri Hatcher and Meg Ryan, Paltrow is designated as a "friend of the brand"
and won't appear in any ad campaigns for the watches. The new gig does mean that Paltrow will fly to Geneva later this month to take part in the SIHH watch fair cocktail party. The appointment of Paltrow appears to be part of a rebranding strategy that involves concentrating on its popular Classima collection, re-launching the Linea and Capeland lines and premiering a new Hampton collection this fall.