See Cameron Diaz’s First ‘Time’ Modeling for Tag Heuer

Courtesy Tag Heuer

She’ll never be late for an event again! Cameron Diaz is the new face of Tag Heuer’s “Lady Link” watch collection, serving as a spokeswoman — and muse — for the luxe brand’s feminine timepieces.

“I’m the first one to represent it and I feel really honored to be a part of it,” she says in the behind-the-scenes clip below. “It’s more than just a timepiece — it’s a piece of jewelry.”

Diaz, who made an appearance on behalf of the brand in Basel, Switzerland, earlier this week, will also help the company raise funds and awareness for United Nations Women and other such charities.

Learn more — and watch the star crack up her crew! — in the clip below.