Ella Richards becomes the face of the watch and jewellery brand, with a campaign dropping April 22, while Nattawin and Lee are named global ambassadors.

The Swiss watchmaker and jeweller on Thursday revealed British rock and fashion royalty scion Ella Richards as the face of the brand, which marks its 150th anniversary this year.

The 27-year-old model, who is the granddaughter of the Rolling Stones’ Keith Richards and Anita Pallenberg, hails on her mother’s side from the stylish de la Falaise family. She is the great-niece of Yves Saint Laurent muse Loulou de la Falaise and a descendant of Maxime de la Falaise.

Piaget simultaneously tapped Thai actor Nattawin “Apo” Wattanagitiphat and South Korean singer and actor Lee Jun-ho as global ambassadors.

Nattawin, also a brand ambassador for Dior, rose to global prominence for his role in the hit romantic drama “KinnPorsche.” He was among the top five influencers of the spring 2024 season globally, according to tallies by marketing agency Lefty, bringing in $9.7 million of earned media value.

Meanwhile Lee, also known under the mononym Junho, is a member of the 2PM boy band and has appeared in a range of films and TV series, from his debut in 2013 thriller “Cold Eyes” to the 2023 romantic drama “King the Land.”

Richards, who previously appeared in Piaget’s high jewellery images for the “Metaphoria” collection in July 2023 photographed by Brigitte Niedermair, will appear in a new brand campaign marking the anniversary. Launching April 22, it will be used for print, digital and billboards.