H. Stern and Charriol have joined the parade of jewelry and watch brands looking to promote their collections with the help of a celebrity-driven ad campaign.

Stern tapped Kate Moss, formerly of David Yurman’s ads, while Charriol went from company heiress Coralie Charriol to television actress Emily Procter.

The Kate Moss–H. Stern partnership coincides with the company’s 60th anniversary and reflects the Brazilian company’s increasingly international focus.

Charriol, meanwhile, which also has been expanding its brand around the world, chose Proc- ter, a star of shows like CSI: Miami and The West Wing, because of her “classic American style,” according to a company statement.

While fashion houses, beauty firms, and, to some extent, watch companies have long tapped into star wattage to increase the profile of their ads and their brands, it’s a newer idea among jewelry companies. David Yurman led the way several years ago, with the launch of his black-and-white ads featuring Moss and other similarly recognizable supermodels.