Known for his starring roles in American Sniper, The Hangover series and Silver Linings Playbook, Bradley Cooper is now synonymous with IWC Schaffhausen as the brand added the Hollywood star to its books. The announcement comes just ahead of the Richemont-owned Maison’s 150th anniversary.

Fronting IWC is a natural fit for the four-time Oscar nominee, who cuts a dapper, suave look in some of his memorable roles: the advertising potential Cooper offers the Swiss watchmaker is Limitless (sorry!), according to the brand’s statement.

“We are happy to welcome Bradley Cooper to our exclusive circle of brand ambassadors,” Christoph Grainger-Herr, CEO of IWC Schaffhausen, said.

“With his pursuit of quality and creativity, he is a perfect match for IWC, a brand which in the course of its 150-year history has continued to renew itself and delights people the world over with its passion for handcrafted watchmaking.”

The 43-year-old Philadelphian was nominated for his first Oscar in 2012 for his leading role in the film Silver Linings Playbook. His second nomination followed in 2014 for a supporting role in American Hustle. He received two nominations as an actor and producer in 2015 for his critically acclaimed role in American Sniper.

Cooper has previously been spotted sporting the IWC Big Pilot at the Wimbledon tennis championships on several occasions.

www.iwc.com