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REEL TIME: Watch brands are going to the movies. Baume & Mercier kicked off the SIHH watch fair in Geneva on Monday night with a dinner set against a fake beach — complete with 75 tons of sand and 88,889 square feet of grass — and Gwyneth Paltrow as guest of honor. The actress, who wore an Azzedine Alaïa dress and Pierre Hardy shoes, recently became a “friend” of the brand, which is marking its relaunch with a print campaign set in the Hamptons. Paltrow said it shares the same ethos as her upcoming cookbook, “My Father’s Daughter”: Life is all about moments shared with your loved ones. The movie star, author and budding lifestyle guru advises working moms to maximize time by cooking with their kids.
Paltrow may soon be juggling an extra career: She has been fielding music proposals since playing a singer in “Country Strong” and appearing on “Glee,” performing Cee Lo Green’s “Forget You.”
Meanwhile, IWC planned to launch its new Portofino timepieces on Tuesday evening with a galaxy of stars: Cate Blanchett, Kevin Spacey, Elle Macpherson and Matthew Fox were expected to reunite to unveil the images they shot with Peter Lindbergh in the Italian harbor town last year.
On a different note, Audemars Piguet presented the Royal Oak Offshore Arnold Schwarzenegger The Legacy chronograph, cementing its decadelong relationship with the “Terminator” star. Proceeds from the limited edition of 1,500 timepieces, which will retail for $40,200 each, will go to the After-School All-Stars Foundation, which helps underprivileged children.