We’ve already heard that TAG Heuer is aiming to attract younger customers so it’s no surprise that the Swiss watchmaker has just taken a major step in that direction by hiring hot British model Cara Delevingne as its latest brand ambassador. The 22-year-old beauty joins the ranks of celebrities like Brad Pitt, Cristiano Ronaldo, Leonardo DiCaprio and Cameron Diaz. TAG Heuer announced the new affiliation to 150 VIPs and members of the press at a gala affair held at the Ecole des Beaux Arts in Paris.
For those not yet familiar with the latest “it girl,” Delevingne is a social media sensation with 9.2 million followers on Instagram and 2.12 million on Twitter. Other brands with which the in-demand model has been associated include Burberry, Chanel, Topshop and YSL Beauté. After being chosen as Model of the Year at the British Fashion Awards in 2012 and 2014, Delevingne has turned her sights on an acting career. In 2012, she appeared in the film “Anna Karenina” and can be seen later this year in “The Face of an Angel.”
All of these credentials make Delevingne an ideal fit for the job of representing the venerable TAG Heuer brand to a younger, hipper market. At the media event, TAG Heuer CEO and President of LVMH Watches Worldwide Jean-Claude Biver explained why the model is a perfect choice. “We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth. TAG Heuer has set its sights on ‘it-ness’, and Cara is just the person to help us get there.”
Delevingne was equally enthusiastic about being chosen by such a prestigious brand. “There is a lot about me and the brand that go together – it’s a nice fit.” She added, “TAG has a slightly rebellious attitude going on and they never do something that’s expected of them, which is something I live by.”
What type of watches does Delevingne prefer? “I’m not into dainty watches, I like a big watch that catches your eye. When I find a watch I love I’ll wear it every day.”
Knowing her penchant for oversize timepieces, Biver gifted his new spokesmodel with a TAG Heuer Formula One Steel and Black Ceramic Chronograph set with dazzling diamonds. This exquisite 41mm watch sells for £2,425.00 but is currently out of stock on the TAG Heuer site.
This is certainly a watch fit for a queen of fashion with 12 Wesselton diamonds illuminating the hours and another 60 sparklers with a total c.w. of 0.44 adorning the fixed steel and ceramic bezel. The impressive timepiece also has polished hands with luminescent markers, a polished steel case and is water resistant to 200 meters.
While it’s too early to tell whether the addition of this youthful “it girl” will sell TAG Heuer watches to her contemporaries, Cara Delevingne will certainly be a photogenic addition to the brand’s roster of celebrities.