Cindy Crawford's children are the new ambassadors for Omega, joining her, who has been one for 22 years.
In a move seen as reaching out to a fresh, young audience, watch brand Omega appointed Cindy Crawford's children, son Presley Gerber and daughter Kaia as its new ambassadors.
Kaia, 16, who just walked the Saint Laurent runway this week during Paris Fashion Week is already making her presence felt in an industry dominated by her mother in the 1990s.
Presley, 18, recently walked for Ralph Lauren in New York and Burberry in London.
Crawford has been Omega's ambassador for 22 years and she says the move to recruit her children makes sense as both of them grow up with the brand.
"For me, a watch tells time, but for Kaia and Presley's generation-- who use their phones for that-- a watch is purely a statement, so they have a new appreciation of wrist watches based on aesthetics and workmanship,"
True to form as their mother, it was Crawford who fielded questions from a roomful of journalists about the new appointment.
"I tell them to find their passion. Their father (businessman Rande Gerber) says to them that if they find their passion, then it would not feel like work,"
"Kaia's modelling career will be different than mine, and Presley helps his dad in business. My job is to help them nurture what they love," she says.
Kaia isn't foreign to the brand. When Crawford visited the Orbis International Flying Eye Hospital in Peru under Omega, Kaia went with her.
The appointment announcement was made during Paris Fashion Week at the start of the Her Time exhibition, Omega's curation of the evolution of 100 years of women's watches.
After Milan, Moscow and Sydney, Omega brings the retrospective exhibition to Paris's Hotel de Sully until Oct 17.
Two images of the family by photographer Peter Lindbergh were also revealed in conjunction with the appointment.
The exhibition chronicles Omega's women's watches and with it, the relationship between women and their wrist accessory.