Evangeline Lilly and David Duchovny to represent Baume & Mercier's campaign

Canadian actress Evangeline Lilly and American actor David Duchovny will represent Swiss watch maker Baume and Mercier's charity campaign with the slogan 'Baume & Mercier & Me'.

Proceeds from the campaign will be donated to charity, environment protection and education of underprivileged children. The causes supported by this campaign include cancer research, child education, helping underprivileged women and the struggle against poverty.

Actress Evangeline Lilly (Lost) and actor David Duchovny (X-Files) are associating with the fourth edition of the campaign, representing the Geneva-based brand in order to join it in supporting charity projects. All royalties for the two celebrities, as well as those of photographers Michael O'Neill and Markus Klinko and Indrani who shot their portraits, are donated to charities selected in cooperation with Evangeline Lilly and David Duchovny.

The campaign has been branded to convey, in an authentically committed manner, the three values forming the essence of the company's brand identity: proximity, authenticity and creativity, said a press release from the company.

The campaign relates to the concept of proximity through association with famous personalities well-known to the general public. In the same way, within the world of luxury watch making, Baume & Mercier has managed to remain an accessible brand producing watches that become intimate possessions for their owners.

The concept of authenticity is conveyed through an approach based on heart-felt values: the personalities who take part in the campaign do so pro bono, in order to serve noble causes they share with the brand. This authenticity echoes that which undergirds Baume & Mercier's entire approach to watch making, building on 179 years of uninterrupted history and expertise to craft genuine Swiss watches, the press release said.

Previous Baume & Mercier & Me campaigns were created in cooperation with Meg Ryan and Kiefer Sutherland (2006), Kim Basinger and Gary Sinise (2007), and Teri Hatcher and Ashton Kutcher (2008).