In a surprise move, TAG Heuer has unveiled at the kickoff to Paris Fashion Week today, the appointment of supermodel Cara Delevingne as its latest brand ambassador, alongside appearances by a lion and a cub.
The Swiss watchmaker has to date, engaged celebrities including Leonardo DiCaprio, Cameron Diaz, Lewis Hamilton and Maria Sharapova, but the choice of a young model is a marked change in strategy.
TAG Heuer sentimentalists will recall the tagline of "Don’t Crack Under Pressure", a throwback phrase revived as the manufacturer looks to target a younger demographic with Cara Delevingne, who herself has a large social media presence: 9 million followers on Instagram. 1.7 million fans on Facebook. 2.1 followers on Twitter.
The two ad campaign visuals which the company is running reflect the multifaceted personality of the supermodel: One shows her immaculately dressed, on the red carpet at the Cannes Film Festival, whilst the other has a behind-the-scenes feel with her showing off the lion tattoo on her index finger.
Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide, revealed on the occasion, "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. Thank you for joining the team, Cara, and welcome aboard!"