In a highly competitive bidding war for the Lupin star's forearm, Swiss watchmaker Jaeger-LeCoultre has successfully secured the exclusive rights to Omar Sy’s future memories. The lucrative multi-year agreement guarantees that whenever the actor hits a major life milestone, a meticulously crafted piece of branded luxury metal will be physically attached to him.
Brokered by CAA, the deal designates Sy as a "Friend of the House"—an industry-standard tier that reportedly commands upwards of $2 million annually in exchange for the actor staring fondly at his wrist in public. Sources close to the negotiation confirm the pact includes backend participation on any poignant life moments Sy experiences while explicitly checking the time.
When we heard Omar was in the market to form some deeply intimate personal memories, we immediately moved to package those milestones with our Reverso collection.
The Q3 rollout will feature a sprawling global print campaign where Sy will fulfill the terms of his contract by experiencing a series of fabricated intimate moments in a rented Lake Como villa. Tracking suggests the campaign will play incredibly well with high-net-worth males, anchoring Sy’s emotional journey to a $14,000 Polaris Chronograph while a 40-person lighting and styling crew looks on.
The move comes as luxury houses continue to aggressively option Hollywood's upper extremities. At press time, rival watchmaker Rolex was reportedly in late-stage talks to acquire the exclusive theatrical rights to Glen Powell's left pulse.