By Michelle Graff
Lyndhurst, N.J.--Kelly Clarkson, who got her start as the first winner of American Idol before rising to fame and snagging three Grammy Awards,  is the newest face for Citizen watches, the brand announced Monday.

Kelly Clarkson is the newest brand ambassador for watch company Citizen. Citizen called the addition of Clarkson an “exciting new direction” for its brand ambassador program, which currently consists of athletes: New York Giants quarterback Eli Manning, two-time Daytona 500 champion Matt Kenseth and professional tennis player Victoria (Vika) Azarenka.

Jeffrey Cohen, president of Citizen Watch Company of America, said the brand is going to focus on women’s watches in 2014, with more fashion-forward styling and technological breakthroughs for ladies.

He said Clarkson was chosen because of her inspirational and accessible style and because one of the brand’s key goals is to celebrate the milestones in women’s lives, something Clarkson is recently familiar with.

The 31-year-old singer, who has released a total of six studio albums including Breakaway and Stronger, married talent manager Brandon Blackstock, stepson of singer Reba McEntire and son of Clarkson’s manager, in October. In November, the couple announced they were expecting a baby.

“We feel that our customers will warmly relate to Kelly as she embraces her new roles as a wife and mother-to-be,” Cohen said.

Broadcast and print advertising featuring the singer will debut in the spring.

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