Richemont-owned luxury watch and jewelry marque Piaget has unveiled a new, "entry-level" price watch for men in a bid to attract another sector of the market.

The Polo S watch style - a casual, streamlined design at a price range of US$9,350 to US$12,400 - is an update on Piaget's long-running Polo style, which it first introduced in 1979.

Aimed specifically at "Millennial" US male consumers, the brand has tapped American actor Ryan Reynolds to be the face of the new Polo S campaign, which launched on Thursday evening at an event in New York.

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Commenting on the Polo S launch and accompanying campaign, Piaget said it will be represented in marketing campaigns by a global contingency of "game changers," led by Reynolds.