Claim: In 2002, Daniel Lalonde was hired by LVMH (Louis Vuitton Moët Hennessy) as president and CEO of LVMH Watches & Jewelry, and then he recruited celebrities, such as Tiger Woods and Uma Thurman to take part in watch campaigns.
Evidence: In 2002, he was hired by LVMH (Louis Vuitton Moët Hennessy) as president and CEO of LVMH Watches & Jewelry in North America, overseeing brands such as Christian Dior, Chaumet, Zenith, OMAS, and De Beers LV. He also recruited celebrities, such as Tiger Woods, Uma Thurman, Maria Sharapova, and Brad Pitt to take part in watch campaigns photographed by Patrick Demarchelier, with Woods' recruitment as a brand ambassador reportedly leading to a 30% increase in sales.