- Jaeger-LeCoultre named Omar Sy its newest "Friend of the House," featuring him in a new episode of "The Hour Before."
- The series explores the moment before a defining career achievement; Sy's episode centers on his journey to "The Intouchables."
- Jaeger-LeCoultre CEO Jérôme Lambert says Sy's "quiet confidence" reflects the maison's values.
- The news lands days after Sy was unveiled as Citroën's "Special Advisor" for its Sytroën campaign.
Omar Sy has a new title: Friend of the House at Jaeger-LeCoultre. The Swiss watchmaker announced the French actor as the star of its latest “The Hour Before” episode, a series built around the unseen hours before a career-defining moment.
Jaeger-LeCoultre CEO Jérôme Lambert said Sy’s commitment to his craft, quiet confidence, and distinctive style embody the maison’s values and aesthetics.
Sy’s episode revisits the path to “The Intouchables,” the 2011 film that earned him France’s César Award for Best Actor and launched him into Hollywood roles in the X-Men and Jurassic Park franchises.
He remains busy with Netflix’s “Lupin,” with its fourth season set for fall 2026, and is slated to star in the upcoming historical epic Dumas: Black Devil, alongside an all-star French cast.
The campaign places Sy alongside Jaeger-LeCoultre’s existing ambassador circle, which includes Lenny Kravitz, Jackson Yee, and Kim Woo Bin, plus fellow Friend of the House Joshua of Seventeen, who joined the maison earlier this month.
The timing is notable. Sy was just named Citroën’s “Special Advisor” for its punny “Sytroën” global campaign, and he’s set to serve as ambassador for the Dakar 2026 Youth Olympic Games this fall. His brand slate also includes longstanding ties to Audemars Piguet and J.M. Weston.
Elsewhere in luxury marketing, Sara Ali Khan recently joined Longines alongside Henry Cavill, while I-DLE’s Yuqi became the new face of Tiffany & Co., signs that heritage houses are leaning harder into global star power this year.
Takeaways
Sy’s run of 2026 deals shows a star deliberately spreading his name across very different lanes: car culture, sport, and now horology. Jaeger-LeCoultre’s pick also keeps its “Friend of the House” roster stacked with cross-cultural names rather than a single regional face.
Will “Friend of the House” titles become the new norm over traditional “ambassador” deals? Could Sy’s Netflix exclusivity clauses eventually clash with his growing brand calendar?
