The 24th Salon International de la Haute Horlogerie is organized by 16 upscale brands such as Audemars Piguet and Jaeger-Le Coultre, most of them owned by the Geneva-based Richemont luxury goods group.
McGregor, a past participant at the show held at Palexpo, was joined by the likes of Kevin Spacey, British Formula One driver Lewis Hamilton (a resident of Geneva), Brazilian top model Adriana Lima and Irish singer Ronan Keating.
The celebrities strapped watches on their wrists as part of a soiree to promote one of the brands to a private gathering that attracts 12,500 dealers, watch experts and journalists.
“I’m quite excited to be part of this performance,” McGregor said in a video posted on the website of the 20 Minutes newspaper on Wednesday.
“You know, it’s always lovely for an actor to be working in movies, to get back in the theatre and in this case the circus,” said the 42-year-old Scot famous for his role in Trainspotting among other films.
The circus, he said, referring to the posing of celebrities on stage with expensive chronometers while news media photographers snapped away, “is a new arena for me but I do love it — being surrounded by extraordinarily talented people.”
McGregor let slip that he is spending two weeks in Switzerland on a skiing holiday.
The five-day watch show, which wraps up on Friday, is one of several expositions leading up to Baselworld (March 27th-April 3rd), the world’s biggest watch and jewellery expo, promoting the Swiss watch industry, expected to post sales of more than 20 billion francs for 2013.