TAKE TIME: Jaeger-LeCoultre has tapped Lenny Kravitz as its latest ambassador, the Swiss watchmaker announced Thursday.

“It seems like it’s at all times been there,” said the artist of the Reverso Tribute Tourbillon he’s sporting within the visuals introducing him to the role.

Slated for release in May, Jaeger-LeCoultre’s newest campaign features Kravitz starring alongside fellow house ambassador Anya Taylor-Joy, who was named last September. 

Within the meantime, a behind-the-scenes film showed the musician on set with a guitar, talking about his 1989 first album, “Let Love Rule.” During its preparation, he realized the author’s block he was experiencing was “time where [he] needed to be quiet, to be still so [he] could hear what [he] was going to be giving.”

The watchmaker’s chief executive officer Catherine Rénier said Kravitz’s “artistry, inventiveness and skill to transcend genres” made him an embodiment of Jaeger-LeCoultre’s values and magnificence.

Kravitz revealed he’d been a watch enthusiast since childhood, long before realizing he was one. “I feel I began with my father because he had these cool watches within the ’70s that I loved to have a look at and hold and play with. I wasn’t allowed to actually, but I used to grab them and play with the stop and begin buttons on the watch,” he said.

As such, Jaeger-LeCoultre’s combination of “such a high level of expertise, design and performance of their watches” resonated with him, he said.

“Beyond the function of a watch, style may be very essential — the way it looks and the best way it matches in your wrist. You’ve to actually connect with it,” he said, describing Jaeger-LeCoultre designs as mixing into his style in a way that made them “feel like they’ve at all times been there” and “as in the event that they grow to be one with you.”

Asked what he loves in regards to the Reverso, a model he also wore for his performance on the 2023 Academy Awards ceremony, Kravitz said it was a design he wears “very naturally” and seems like a everlasting fixture by mixing along with his style. He also enjoys its reversible feature, ”one other fantastic thing about this watch” that may change depending on the mood or vibe, ”so that you flip it over and also you’ve got an entire latest thing happening,” he continued.

This latest ambassadorship adds to Kravitz’s style kudos, which saw him honored with the 2022 CFDA Fashion Icon Award in recognition of his musical profession and influence in fashion and inducted within the Hollywood Walk of Fame in 2023. Before that, he was named the face of Yves Saint Laurent’s Y fragrance franchise in 2020.

Most recently, he performed his 2004 song “Calling All Angels” throughout the In Memoriam homage segment of the ninety fifth Academy Award ceremony and hosted this 12 months’s iHeartRadio Music Awards in March.

He can also be expected to release his twelfth studio album this 12 months, following it up with a tour. “I’m looking forward to releasing the brand new music that I recorded over the past three years and getting out on the road and playing and celebrating music in life,“ he said.