Cameron Diaz is the new face of Tag Heuer, and it’s for a good cause. Her three-year partnership will help raise awareness for UN Women, the United Nations Entity for Gender Equality and the Empowerment of Women. “Time is the most precious thing that we have and to be able to do something productive and useful with our time is the most important thing,” she said from the international Basel World watch fair in Switzerland. And she’s a fan of the sporty watch brand: “The first watch I bought was a Tag Heuer at 18,” said Diaz. “The look of a watch on a man or woman is just so sexy and appealing.” Watch a behind-the-scenes video of her new campaign below.

Plus, see our favorite Cameron Diaz outfits!

CAMERON OUTFITS

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• Cameron’s New Haircut!
• Cameron at Couture Week for InStyle
• Get Cameron’s Smoky Eye

— Marion Fasel