Gwyneth Paltrow helped kick off her new relationship as the face of Baume & Mercier on Jan. 17 with an exclusive cocktail party at SIHH in Geneva.

Paltrow has recently shown a braver sense of style on the red carpet -- opting for daring slit dresses at her "Country Strong" premiere and the 2010 CMAs -- which is why we were relieved when the mother of two showed her softer side in an Azzedine Alaïa ribbed pink ruffled dress, hot-pink Pierre Hardy peep toes and a ladylike Baume & Mercier watch.

The 38-year-old blond babe balanced her girly look with dewy makeup and smoky eyes featuring winged-out liner.

"The motto of Baume & Mercier, 'Life is about moments,' very much reflects my personal philosophy of life. That's why I said yes, responded positively, when the brand proposed that I represent it," she explained.

It is reported that the cover gal will not lend her face to the campaigns, but rather she will work with Baume & Mercier on various projects, most likely centering on the brand's Hamptons line.

In related news, check out the snaps from the Missoni campaign that Paltrow's "Country Strong" co-star officially fronts.

Envious of Gwyneth's killer body? Get the scoop on the 21-day elimination cleanse she swears by.