Gwyneth Paltrow is the new ambassador for luxury watchmaker Baume & Mercier.

The 'Country Strong' actress has been named as a "friend of the brand" by the Swiss company, who will model its new image on the exclusive Hamptons area of New York, where the star has a summer home.

Although Gwyneth will not appear in any promotional campaigns for the brand, the 38-year-old beauty will be involved with "communication projects" including attending the upcoming Salon International de la Haute Horlogerie (SIHH) - the annual showcase for exclusive timepieces - later this month.

Gwyneth's role comes after CEO Alain Zimmerman announced the luxury watchmaker had "suffered in recent years from a lack of appeal and visibility" and decided to discontinue the entire collection aside from its bestseller, the Classima.

The Company has re-launched the Linea and Capeland lines and will premiere the Hampton collection in October.

Alain explained his decision saying: "Our positioning remains as a brand that offers high-quality products with a beautiful design."

Gwyneth follows actresses Meg Ryan, Kim Basinger, Teri Hatcher and Evangeline Lilly as an ambassador the company.