Milla Jovovich becomes face of Jacob and Co.

Milla Jovovich has been named as the new face of jeweller Jacob and Co.

The model-and-actress - who previously had her own fashion label, Jovovich-Hawk, with catwalk beauty Carmen Hawk - was unveiled as the new ambassador for the Swiss brand at a cocktail reception at Baselworld, the annual watch and jewellery tradeshow in Switzerland.

Jacob & Co. is a luxury watch and diamond jewellery house, founded over 25 years ago by Jacob Arabo and is best known for its five time zone watches.

Jacob said: "We have been looking for the right personality and beauty that represents what I call; 'The Jacob Girl', she is a sophisticated world traveller, self accomplished and exudes an assertive feminine personality, lastly, she is absolutely gorgeous!"

Milla was decked out in diamonds - provided by Jacob and Co. for the occasion - and joked it was not a new occurrence for her.

She said: "Well, it's not much. This ring is $20 million. This bracelet is probably $10 million. Necklace is about, I don't know, 6.5. The earrings are 10. No big deal."