Luxury Swiss watch brand Hublot has named Lebanese Australian celebrity Daniella Rahme as the brand ambassador for its first-ever Middle East and Africa (MEA) advertising campaign.

Hublot has always prided itself in being "first, different and unique." Reinforcing these key values, the Swiss watchmaker has now become the first luxury brand to develop and launch a campaign, fully produced and shot in the MEA region.

The new face of Hublot’s ladies campaign, Rahme is a TV presenter and host of famous international talent show ‘The X-Factor’ on MBC.

In a multifaceted production embodying the brand's Art of Fusion concept, the campaign celebrates the link between tradition - with the locations and backgrounds - and innovation - through the outfits and watches.

The campaign, in its three looks, is set in different backgrounds that depict some of the region’s assets; a panoramic view from an ancient fort, an old house in a fishing village and a sea shore at sunset.

The warm hues of the images do not break with the past; Hublot is actually paying homage to it by connecting it to the future.

Hublot Middle East & Africa regional director Marco Tedeschi unveiled the MEA campaign and the brand's new face during the Jewellery Arabia 2015 show held at the Bahrain International Exhibition and Convention Centre.

"Hublot started out as a brand offering men’s watches; however, with our ‘Art of Fusion’ ideas, we succeeded in creating extremely feminine watches that bring together innovative techniques, fashion and glamour, whether with the Big Bang Broderie collection or with the Tutti Frutti and Jeans lines," stated Tedeschi in the presence of watch connoisseurs, collectors and media.

"We will increase the number of ladies’ collections in 2016; as such, our Middle East and Africa campaign featuring Daniella Rahme will bring our female customers closer to our luxurious and stylish timepieces,” he added.

A dream, initiated and developed by Hublot's chairman Jean-Claude Biver with CEO Ricardo Guadalupe, the two men responsible for turning the Hublot brand into a genuine success story in which the Big Bang, King Power and Classic Fusion represent the symbols of a constantly evolving tradition.

From watch complications and revolutionary materials to world-class collaborations such as Fifa World Cup and Ferrari, Hublot characterises itself through the "Art of Fusion" philosophy, bringing tradition into the future.

On a commercial level, the network currently stands at more than 70 exclusive boutiques around the world including in Geneva, Cannes, Paris, London, Berlin, Moscow, New York, Las Vegas, Atlanta, Singapore, Shanghai, Beijing, Hong Kong, Dubai, Abu Dhabi and Kuala Lumpur.