Actor Priyanka Chopra now joins Shah Rukh Khan as the ambassador for Tag Heuer, replacing Sushmita Sen, who has been endorsing the brand until now.

Chopra will communicate the brand values of the company and will help in spreading brand awareness and promote the women's range. She will be the face of the ladies range of Tag Heuer and will build the brand across the country. In the future, Chopra will work with the brands product development and design, says a company release.

"To be picked the brand ambassador of Tag Heuer is a dream come true. I look forward to an exciting partnership with this excellent timekeeping company and hope to do my best in promoting this world class brand," says Chopra.

While Shah Rukh Khan will continue to promote the masculine side of the brand, Chopra will work towards building the feminine proposition of Tag Heuer, the release adds.