At the annual Salon International de la Haute Horlogerie (SIHH) in Geneva, Montblanc has unveiled the Australian actor as the latest face of its watches, writing instruments and leather goods, replacing the outgoing Nicolas Cage. The Australian actor is set to star in ad campaigns for the German label's luxury goods worldwide, with the exclusion of the U.S.A.

“I am delighted to be part of the Montblanc family. I have always admired what the brand stands for, its fascinating history, and the quality and originality of its products,” added Jackman.

At SIHH 2014, Montblanc is unveiling a number of new luxury timepieces, including a watch designed as an homage to horologer Nicolas Rieussec, the Meisterstück Heritage collection, and the TimeWalker Chronograph 100.

Photo credit: Montblanc