Brazilian soccer legend Dani Alves has netted a deal with Backes & Strauss to become the face of the London-based watch business.

Mr Alves will work with the brand to create a series of exclusive timepieces that tell his story of emerging from humble beginnings in Brazil to winning three Champions League titles with FC Barcelona.

His career has seen Mr Alves playing for some of the greatest clubs in the world including Barcelona, Juventus, and Paris Saint-Germain and he captained the Brazil national team to the 2019 Copa América title.

He is among the most decorated footballers of all time with 42 trophies for both club and country and, at 37-years-of-age is still fit enough to captain São Paulo, Brazil’s most successful soccer club.

“I am thrilled to be embarking on this new venture with such an innovative brand,” Mr Alves says.

“I have always been intrigued by watches and the intense craftsmanship that goes into them. I cannot wait to get started on a project that will allow me to harness my own creativity while exploring my passion for the beautiful game,” he adds.

Vartkess Knadjian, CEO of Backes & Strauss says he has followed the career of Mr Alves for over 20 years. “We are confident that his talent and flair will help us to develop and promote exquisite timepieces celebrating his fantastic achievements.”

Backes & Strauss is best-known for high end bejeweled watches that take advantage of the family’s deep-rooted connections in the diamond industry.