TAG Heuer has signed Cara Delevingne as its latest brand ambassador, with the supermodel immediately putting her life on the line for a photoshoot with this fearsome beast.
Delevingne’s signing is the first announcement from the brand since Jean-Claude Biver, head of LVMH’s entire watch division, took hold of the reins at TAG Heuer in December and will almost certainly be interpreted as a move towards attracting a greater number of female customers.
Jean-Claude Biver, TAG Heuer’s new chief executive officer, said: “I am delighted to welcome Cara into the TAG Heuer family. 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.”
Delevingne’s arrival was welcomed by the brand in the Salle Melpomène, at the Ecole des Beaux Arts de Paris, where Biver presented her with a TAG Heuer Formula One steel and white ceramic chronograph set with diamonds.