Leonardo Dicaprio will wear a $4,000 (GBP2,600) Carrera Day-Date watch in new print ads for TAG Heuer this spring (09) - after replacing fellow movie star Brad Pitt as the watchmaker's celebrity "ambassador".
And the actor's new watch deal with TAG Heuer is a charitable one - he'll offer up cash from photoshoots and launches to various environmental charities.
He says, "TAG Heuer is a strong brand with a proven commitment to doing good. It is a great day when a company as respected as TAG Heuer explores a different way to do business."