Cara Delevingne fronts new Tag Heuer campaign
The tattooed model poses for the luxury watchmaker
In an attempt to target a younger customer Tag Heuer has cast Cara Delevingne to front its latest watch campaign...
"We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today's youth," recently appointed CEO Jean-Claude Biver told WWD on the brand's decision to hire Delevingne. "Tag Heuer has set its sights on 'It-ness,' and Cara is just the person to help us get there."
Traditionally, the Swiss luxury watch brand is known for featuring sport stars and actors in its campaigns, and with Cara as their latest star – who poses with a lion cub in the new ads – Tag Heuer should be talk of the town and social media world as they even created their own hashtag #DontCrackUnderPressure for the Cara-fronted campaign.