Jaeger-LeCoultre has announced acclaimed actor Omar Sy as its newest Friend of the House, marking the partnership with the launch of The Hour Before—a new storytelling series celebrating the unseen moments of dedication, discipline and perseverance that shape success.
Best known for his performances in The Intouchables, Jurassic World and the hit Lupin, Sy has built an international reputation for his versatility, authenticity and understated charisma. The Swiss watchmaker says these qualities closely align with its own philosophy of craftsmanship, precision and excellence developed over time.
A long-time admirer of fine watchmaking, Sy describes a watch as far more than an accessory.
“For me, a watch is more than an accessory; it reflects a relationship with time, with discipline and with personal expression,” he said. “With Jaeger-LeCoultre, there is this quiet excellence and attention to detail that speaks without needing to be loud.”
The collaboration centres on The Hour Before, a content series that explores the often-overlooked period before success becomes visible. Rather than focusing solely on achievements, the series highlights the preparation, uncertainty and perseverance that precede defining moments in a person’s journey.
For Sy, those “hour before” moments include the career decisions that saw him transition from comedy into dramatic acting and eventually become one of France’s most recognised international stars. From his award-winning breakthrough in The Intouchables to Hollywood productions and his leading role in Lupin, his career has been shaped by a willingness to embrace new challenges while remaining true to his identity.
According to the Maison, the partnership reflects a shared belief that mastery is not achieved instantly but developed through years of commitment to one’s craft. Sy’s natural elegance and quiet confidence are also said to mirror the timeless appeal of the Maison’s iconic Jaeger-LeCoultre Reverso collection, celebrated for its clean design and enduring sophistication.
Commenting on the announcement, Jérôme Lambert said Omar Sy’s dedication to his craft, evolving style and authentic personality make him a natural representative of the Maison.
Sy’s latest projects include the romantic comedy French Lover, the upcoming fourth season of Lupin, expected in autumn 2026, and Dumas: Black Devil, a historical biopic scheduled for release in 2027. Together with his new role at Jaeger-LeCoultre, the partnership highlights a career defined by continual evolution, craftsmanship and an enduring appreciation for the value of time.
