Watch brands have long since allied themselves to glamorous pursuits. Motor racing has been a favourite, as has tennis. But increasingly in recent years, they want to ally themselves to glamorous people whether they are sporting heroes or Hollywood stars. Current examples range from Graham's links with Mike Tindall of the England rugby team to Sharon Stone at Dior and Uma Thurman at Tag Heuer.

But far from just being part of an advertising campaign, these people take on the role of ambassador. They embody the qualities of the brand they represent.