Guests transitioned from near-blinding camera flashes on the red carpet into a dimly lit room for cocktails at Mack Sennett Studios, where Omega’s Globemaster timepieces were in full display.

The new, anti-magnetic movement was one star of the evening. The other reason for the dinner in Los Angeles Tuesday evening was for the Swiss watchmaker to officially reveal Eddie Redmayne, who inked a deal with the company last year, as its latest brand ambassador. Though despite the title, Redmayne appeared to be more off duty that evening with a spokeswoman for the watch brand saying the actor would not be doing any press interviews.

Still, Omega’s choice for its latest face was strategic in a bid to keep the brand relevant amid a younger base of potential watch wearers.

“We felt for this product and this new message we want to get across, he would be a good spokesperson for us so I think it’s a good match,” Omega president Stephen Urquhart told WWD.

Redmayne joins other celebrity ambassadors for the brand, including George Clooney, Daniel Craig, Cindy Crawford and Nicole Kidman, along with a large roster of athletes.

“I think Eddie is sort of a new generation…but very serious,” Urquhart continued. “He does some very, you know, risky films like ‘The Danish Girl.’ So I think it’s a good addition coming to our image for Omega.”

Elsewhere in the Omega business, Urquhart said additional stores are in the works but was cagey about the specifics when prodded for more details other than to say “We have one or two planned but I can’t say [where] at the moment yet.” [Source]