Benedict Cumberbatch goes to SIHH

Swiss manufacture Jaeger-LeCoultre bags British thespian for ambassadorial duties

BY Editors | Jan 15, 2018 | News

Contour by Getty Images

Jaeger-LeCoultre has bagged Benedict Cumberbatch as brand ambassador ahead of this year’s Salon International Haute de la Horlogerie in Genève, the watch extravaganza known to collectors as SIHH. Why Cumberbatch? Well, ask a silly question… But if you must know, here’s Jaeger-LeCoultre’s list: “He embodies the elegant and active man of today with his integrity as an actor, a family man and someone who dedicates himself with energy to charitable endeavors.”

Cumberbatch returns the compliment, admitting to being “a great watchmaking enthusiast” who is “delighted to be associated with such an outstanding watch manufacture as Jaeger-LeCoultre and to be visiting the Manufacture in the Vallée de Joux in January.”

Sharp-eyed buffs who watched Dr Strange would have noticed that Cumberbatch’s character wears a Jaeger-LeCoultre Master Ultra Thin Perpetual engraved watch in the film, Dr Strange. It’s no mere product placement, however, because the scriptwriters made it a part of the plot.

It also helps the cause that the man widely known for his Sherlock Holmes character (for which he won a best actor Emmy in 2014) is a thespian who treads the boards. Cumberbatch studied Drama at Manchester University before training at the London Academy of Dramatic Art. His Hamlet at the Barbican Theatre in 2015 broke box office records but cast your mind back to 2011, if you will, when he first returned to The National Theatre, playing both Dr. Frankenstein and his creature in the Danny Boyle production for which he won a Laurence Olivier Award and an Evening Standard Award for best actor. 

You can still watch him as the brilliant and tragic Alan Turing in 'The Imitation Game' and Major Stewart in Steven Spielberg's film adaptation of ‘Warhorse’. And his Thomas Edison in this year's 'The Current War' should be worth keeping an eye out for, if only to learn about his Edison's pivotal but unheralded rival, Nikola Tesla.

The 28th Salon International de la Haute Horlogerie opens today, Jan 15 and runs until Jan 19, in Genève, Switzerland. It is the first gathering of industry professionals of the year and opens its doors to the public on the last day, Jan 19, from 11am to 6pm subject to ticket availability.