Never in the history of Hollywood have A-listers — particularly the men — worked harder to flash the hardware on their wrist than during the 2026 awards season. Actors have indeed become adept at ensuring their pricey timepieces are easily seen beyond the jacket sleeves of their suits and tuxedos. And it’s not a coincidence. Ever since the pandemic, when interest in watches (along with other collectibles) blossomed, “the wrist became valuable real estate,” says Fernanda Zapata, founder and president of Gigantem, a boutique agency that represents status timepiece brands that include Zenith and H. Moser & Cie, which have been worn by the likes of Will Ferrell and Keanu Reeves.
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Multimillion-dollar brand ambassador contracts usually spell out requirements to display a timepiece at high-profile red carpets. Meanwhile, Zapata says she’ll often alert agencies employing red carpet photographers that she’s interested in purchasing
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