Jake Gyllenhaal is joining forces with Cartier as the new face of its Santos de Cartier watch, The star of films “Brokeback Mountain” an American neo-Western romantic drama film directed by Ang Lee, adapted from the 1997 short story of the same name by Annie Proulx.

Jake Gyllenhaal embodies the Santos de Cartier man. A man who commits utterly and does nothing by halves. A man who defines fearless as honest and true to himself,” Cartier said in a statement on Monday.

Though considered one of Hollywood’s most stylish leading men, Gyllenhaal has been highly selective in his brand endorsements.

The American actor and producer last year made his debut as an ambassador for Calvin Klein’s Eternity fragrance in a black-and-white spot shot by Cary Fukunaga.

The Santos watch was created by Louis Cartier in 1904 for his friend, Brazilian aviator Alberto Santos-Dumont, who wanted to have a watch worn on the wrist so it would be easier to tell the time when flying. It has since become a pillar of the jeweler’s watch collection, alongside models like the Tank and Panthère.

Cartier presented a new version of the Santos, equipped with interchangeable leather strap or bracelet, at the Salon International de la Haute Horlogerie in Geneva in January.