Screen test IWC Schaffhausen has hit the big screen with its Pilot's Watch Mark XVI getting a hands-on role in the Roland Emmerich-directed blockbuster, 2012. John Cusack's Jackson Curtis character (above) wears the watch and, without spoiling the plot, it plays a positive role. In October the Swiss luxury watchmaker celebrated the official opening of its first flagship boutique in the world in Hong Kong. Stars attending included footballer Zinedine Zidane, South Korean pop star Rain, and Taiwanese singer David Tao. Mad for it Leading man Don Draper in the cult TV series Mad Men is the epitome of early 1960s masculine chic. His watch of choice - the classic Jaeger-LeCoultre Reverso - is the perfect accessory to his sleek, understated style. With a yellow gold case and an alligator leather strap, its rectangular face can be flipped to reveal a case on the back, perfect for engraving. LeCoultre released an updated 'Grande' version of the Reverso this year with twin faces. Eco Dicaprio When he replaced Brad Pitt as the ambassador for Tag Heuer earlier this year, Leonardo DiCaprio signed off his celebrity royalties as well as a multi-million dollar commitment in support of environmental charities. 'Time means possibility,' said the actor and activist. 'What we choose to do with that time is up to us, but hopefully, we'll make the right choices, responsible choices that help lead to a better future for the next generation.' DiCaprio wears the newly launched TAG Heuer Grand Carrera Calibre 36 RS@ Caliper Chronograph Ti2. Pop-ular choice Piaget has added some pop to its promotional campaign. The Piaget Altiplano watch made by the Swiss firm can be seen on singing sensation Mika in the music video to his single Rain from the hit album The Boy who Knew too Much. Mika, who played in Hong Kong late last month, is enjoying success with the album. The sculptured watch has an elegant chocolate brown dial and features 18 carat pink gold.