Chinese star Yang Yang, who is also the first artist to be featured on a stamp by China’s postal service, is now the new face of luxury watchmaker Montblanc.

The 25-year-old, who comes from Shanghai, is featured in Montblanc’s latest campaign in China wearing a new model from the brand’s Star Legacy Automatic collection. This year is the collection’s 20th anniversary.

“Yang Yang is without a doubt one of the greatest actors of his generation, enthralling audiences with the depth and quality of every one of his on-screen performances,” says Montblanc CEO Nicolas Baretzki.

Luxury watchmakers have been strategically working with Chinese stars to expand their influence in the Greater China market over the past few years. Earlier this year, Chinese rapper and actor Kris Wu, the red-hot judge of the reality show The Rap of China, was appointed as the brand ambassador of Bulgari. Also this year, Taiwanese actor Wallace Huo became Panerai’s first brand ambassador for Greater China.

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Yang, a dancer-turned-actor-singer, released a new electronic dance song, Just Like Idol, earlier this week. He also co-starred with Dior ambassador Liu Yifeiin the 2017 romantic fantasy film, Once Upon A Time, which grossed 500 million yuan (HK$599 million) at the mainland China box office.

Last year, when China Post issued a set of limited-edition stamps featuring the heartthrob, the stamps were snapped up as soon as they came out.

Yang made his acting debut at the age of 17, and gradually gained popularity with his roles in TV drama series, such as The Lost Tomb (2015),The Whirlwind Girl (2015), Love O2O (2016), as well as the coming-of-age movie The Left Ear (2015). In 2015, he was named the most influential actor on the media at the China TV Drama Awards.