October 22, 2024

KJ Apa revealed as new Lacoste watches & jewelry global ambassador

Lacoste is proud to announce multi-award-winning actor and musician KJ Apa as the new face of Lacoste Watches and Jewelry. The collaboration, which begins with the Fall/Winter 2024 collection, will continue for two years.

An international star who rose to fame as heartthrob Archie Andrews in the cult drama Riverdale, Apa has already made waves as ambassador for Lacoste Underwear since 2022. Now, the iconic French brand and the 27-year-old New Zealander build on their existing synergies with a high-profile new role.

Capturing the Spirit of the Crocodile

“I’ve always loved the versatility of Lacoste, which is the perfect combination of fashion and sport” says KJ Apa.

Apa becomes the face of the bold LC33, a dual-movement timepiece that disrupts the status quo with extra-large dimensions, vivid colors, and striking design details.

Inspired by the fearlessness and power of the Crocodile, the watch is offered in unexpected color combinations including khaki with bright orange details – the model worn by Apa in the Fall/Winter 2024 campaign.

Embodying the LC33 ethos with his innate confidence and distinctive style, Apa will remain the face of this new collection in next season’s campaign. Furthermore, Spring/Summer 2025 will see the release of another campaign starring Apa, dedicated entirely to the jewelry category, so stay tuned.

KJ Apa x Lacoste: A New Era

KJ Apa also models a selection of Lacoste Jewelry pieces in the in the new Fall/Winter 2024 campaign images.

These include the Vigor bracelet, a contemporary take on medallion jewelry composed of polished metal beads with four medallion stations, and the Arthor necklace, a box-chain design that reinterprets the brand’s iconic Crocodile as an enamel-filled pendant in Lacoste green.

With a combined social media following approaching 20 millions, the Auckland-born actor aligns perfectly with the ambitions of the Lacoste brand for the fast-growing Watches and Jewelry category. He brings with him an inimitable presence and cool, sporty style, as he steps effortlessly into the new ambassador role.

KJ Apa will represent Lacoste Watches & Jewelry globally for a two-year period, from Fall/Winter 2024 to Spring/Summer 2026.