It’s no surprise, then, that when Efraim Grinberg, Movado's president and CEO, invited Scharf to trick out the firm's iconic Museum watch, the painter got a bit carried away. Rather than design one timepiece, as Grinberg had suggested, Scharf delivered a slew of ideas. "It was hard, but we narrowed them down to what we thought was a diverse group of offerings," says Grinberg, who purchased Scharf's 1983 painting Brazil after meeting the artist three years ago.

In addition to Seyfriend, Tom Brady, Kerry Washington and Mikhail Baryshnikov serve as brand ambassadors. "Amanda's artistic achievements are very impressive and we believe she will add another dimension to Movado's brand marketing initiatives," said Mary Leach, chief marketing officer. The media buy has not been finalized, but a spokeswoman said the campaign, shot by Stewart Shining, will run in magazines in March. Seyfriend will be seen in Diablo Cody's new film, , in the fall.