I can somewhat see the 'Best in class' idea, and he is a very talented actor, and appeals to a different demographic than the traditional ambassadors.
Also, he will be in the Harry Potter prequel in November which will give him a great amount of exposure...
However, for me, it still seems like a strange fit. Omega ambassadors usually have a long history with the brand, and I can't really see him aging that well. He has that 'Geeky, overly-thin british boy-charm" that will not be as charming in a 50 yr old...he'll never be a George Clooney.
He was also a bit of a prima-donna at the LA event... which was off-putting given the fact that, like I say... he is no George Clooney...
Cindy Crawford, Naomie Harris, and all of the Astronauts were al willing to take pictures, shake hands etc...
If this is his true character, then it doesn't bode well in the long term... you can only take this boyish thing so far...if you're exposed as a prick, you won't be able to keep playing that role.
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