Actress and model from Portalegre, Isabela Valadeiro, is the new face of Balmain watches in Portugal, the Swiss watch brand has announced. The brand is part of the French luxury house Balmain, based in Paris, where the entire collection is designed, from haute couture and ready-to-wear pieces made in Europe to footwear and small accessories made in China. This marks her debut as the first “friend of the brand” for Balmain watches in Portugal, it added.

According to Balmain, founded by Pierre Balmain in 1945: “With a natural presence and a consistent career in fashion and acting, Isabela Valadeiro has been chosen as the new face of Balmain Watches in Portugal, to front the brand’s forthcoming launches in the domestic market,” the brand explained.

For her part, Isabela Valadeiro said: “I’ve always believed in the power of detail – and Balmain watches reflects exactly that philosophy. Each watch combines precise design with an elegance that doesn’t need to assert itself to be noticed.

“It’s not just about style; it’s about intention, identity and a certain way of being in time. I feel aligned with that vision and proud to be Balmain’s first ‘friend of the brand’ in Portugal.”

Balmain watches added: “We are delighted to welcome Isabela Valadeiro as a ‘friend of the brand’, in a partnership that reflects our mutual dedication to elegance and creativity.”

Shot at the Grande Real Villa Itália Hotel & Spa in Cascais – with creative direction by Snowberry, photography by Pedro Afonso, styling by Luís Borges, video by Tiago Macedo – the new campaign underscores “sophistication, authenticity and a contemporary vision of elegance” through Valadeiro, who makes her debut as the first friend of the Balmain watches brand in Portugal, the statement confirmed, adding that images from this first phase of the campaign are already visible on digital platforms and at selected points of sale.

Married to model Carlos Ferra of Central Models, who has posed for Cartier, Lafaurie and Louis Vuitton, among others, Valadeiro also began her career as a model before making a name for herself on Portuguese television with appearances in soap operas and successful series. “With formal training in acting and a strong public profile, she has built a career marked by authenticity and consistency,” the note added.

Incidentally, the couple met at a post-ModaLisboa party, the Lisbon catwalk event taking place this week with an expanded programme.

“This collaboration marks a new stage in Balmain watches’ presence in Portugal, through a public figure whose aesthetic language, values and posture unequivocally reflect the brand’s identity,” the statement concluded.