In a recessionary world, when luxury brands are trying to figure ways to attract attention, many are placing their bet on glamorous brand ambassadors.

TAG Heuer, the world leader in high-end chronographs, have just got football superstar Cristiano Ronaldo to sign on a long-term partnership as a TAG Heuer Brand Ambassador. Two-time Ballon d’Or winner, Real Madrid forward and Captain of the Portugal team for the coming World Cup in Brazil, Cristiano Ronaldo joins an illustrious roster of TAG Heuer sports stars and celebrities that includes film actors Cameron Diaz, Leonardo DiCaprio and Shah Rukh Khan, WTA tennis champion Maria Sharapova, Formula One World Champion Jenson Button, World Rally Champion Sébastien Ogier and the entire crew of 2013 America’s Cup winner Oracle Team USA.

Roger Federer, Mercedes-Benz Brand Ambassador

“TAG Heuer is by far the best at what it does and has been for more than 150 years,” said Cristiano Ronaldo after signing the deal, “No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous yet also so unconventional, and we share exactly the same determination: to totally change the game, push the limits and make our own rules. It is a great honor to be a part of such a powerful and pioneering legacy.”

Mila Kunis, Christian Dior Brand Ambassador

For many luxury brands choosing the right brand ambassador is the key. Mercedes-Benz struck the right cord with its decision to appoint Roger Federer, Swiss professional tennis player, as ambassador. According to the automaker, Federer “declared his intention to one day drive a Mercedes-Benz years before he even had a driver’s license.” The Grand Slam winner is promoting the new GL, a seven-passenger SUV.

Many experts believe that using a celebrity can help to personalise a brand. The recent Christian Dior campaign has actor Mila Kunis surrounded by paparazzi and attending lavish events, an image that the brand wants consumers to believe in. Swiss watchmaker Breitling chose to go with John Travolta as its ambassador, and the actor is often seen sporting Breitilng models such as the Navitimer, a watch designed specifically to withhold high altitudes and other challenges during flight.

John Travolta, Breitling Brand Ambassador

For most luxury brands, their partnership with a high-profile ambassador lasts several years so they are extremely careful about who they choose to associate with. For an ambassador, promoting a brand is not just about attending conferences or events organized by it. It is a 24-hour responsibility to live up to the image that the brand represents and to understand its value.