In 2002, Daniel Lalonde, a Canadian businessperson,  was hired by LVMH (Louis Vuitton Mot Hennessy) as president and CEO of LVMH Watches & Jewelry, and then he recruited celebrities, such as Tiger Woods and Uma Thurman to take part in watch campaigns.
Daniel Lalonde (born 1963) is a Canadian businessperson known for heading brands such as Louis Vuitton, Ralph Lauren, Nespresso and Moet & Chandon. In 2002, he was hired by LVMH (Louis Vuitton Moet Hennessy) as president and CEO of LVMH Watches & Jewelry in North America, overseeing brands such as Christian Dior, Chaumet, Zenith, OMAS, and De Beers LV. He also recruited celebrities, such as Tiger Woods, Uma Thurman, Maria Sharapova, and Brad Pitt to take part in watch campaigns photographed by Patrick Demarchelier, with Woods' recruitment as a brand ambassador reportedly leading to a 30% increase in sales. 
