Weehawken, N.J.—Longines has appointed tennis icon Andre Agassi as its new worldwide "ambassador of elegance" as the Swiss brand celebrates its 175th birthday.

"We are proud at Longines to have Andre Agassi as part of our family of ambassadors," Longines President Walter von Kanel said in a press release issued Friday. "His exceptional sportsmanship, achievements and generosity of heart make him a perfect illustration of our company's values and goals."

The 37-year-old icon retired from the world of professional tennis one year ago this week and has spent the last year focusing much of his time on his charity, The Andre Agassi Foundation.

Longines launches its support of the foundation at the Grand Slam for Children gala in Las Vegas this October, and plans to continue its support throughout the coming year, with contributions that will also include the creation of limited edition sport timepieces to benefit the Agassi foundation.

Agassi, whose professional tennis career began in 1986, is one of only five male players to have won all four Grand Slam singles events. He is the only player in the open era to have won every Grand Slam singles title, to have won the Tennis Masters Cup, to have been part of a winning Davis Cup team and to have won an Olympic gold medal. He has also won 17 Master Series tournaments, more than any other tennis player.

Longines, which touts itself as "the most rewarded watch company in the world," says that Agassi will make a perfect fit for the 175-year-old brand whose philosophy is that elegance is an attitude.

"Agassi illustrated this attitude on the court by his ever-famous double-handed kiss to fans at the end of each match," the company said in its release.