By Michelle Graff
michelle.graff@nationaljeweler.com
012815 Delevingne-Article2Fashion model Cara Delevingne is the new face of TAG Heuer, a move meant to attract a younger crowd and give the watch brand “it-ness,” CEO Jean-Claude Biver said.New York--TAG Heuer has named model Cara Delevingne as its new female ambassador in an effort to attract a younger consumers to the brand, it said.

One of the top fashion models today with a huge social media following, Delevingne also was chosen for her ability to perform under pressure, lending to the tagline featured in the ads: Don’t Crack Under Pressure.

The brand welcomed her into the new position with a fête held at the Ecole des Beaux Arts de Paris (the National School of Fine Arts) in Paris. Held in the Salle Melpomène room, Delevingne circulated alongside a lion, a nod to the lion tattoo the model has on her right index finger, and took pictures holding a lion cub.

She also was gifted a TAG Heuer Formula One steel and white ceramic chronograph set with diamonds that the company felt matched the model’s “unique rock’n’roll glamour.”

In addition to her new TAG Heuer gig, Cara Delevingne also is the face of the John Hardy brand, starring in both their ad campaign last fall and the new one released this spring, in which she is wearing handmade pieces from the collection at the John Hardy compound in Mambal, Bali.

The London-born Delevingne is the face of Burberry’s Beauty campaign and has modeled for H&M, Zara and Chanel, as well as has appeared in Vogue United Kingdom, Love and W magazines, and was a catwalk model in the Victoria’s Secret fashion shows in 2012 and 2013.

Other female celebrities that have been ambassadors for TAG Heuer include actress Cameron Diaz and tennis star Maria Sharapova.

“I am delighted to welcome Cara into the TAG Heuer family,” CEO Jean-Claude Biver said. “This is always a very solemn moment. The TAG Heuer family is not just an idea, it is a team, with true team spirit. 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.”




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