TAG Heuer certainly made sure all eyes were on it today as it unveiled its latest ambassador – the ubiquitous Cara Delevingne.
The model already has campaigns for such fashion behemoths as Mulberry, Chanel, Lanvin and Burberry under her rather tiny belt but this is her first watch brand endorsement.
In typical understated TAG Heuer style, Delevingne was announced as the new face of the brand at a bash at the Ecole des Beaux Arts de Paris, where she walked down the catwalk accompanied by a lion and its cub, in reference to her star sign and the tattoo on her finger.
Jean-Claude Biver, CEO of TAG Heuer and president of LVMH Watches Worldwide, greeted Cara Delevingne by presenting her with a TAG Heuer Formula One steel and white ceramic chronograph set with diamonds.
“I am delighted to welcome Cara into the TAG Heuer family,” he said. “We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth.”
It must be said that Delevingne is an odd choice for a brand that is more known for having sports stars as its ambassadors. However, as Biver hints at in his statement, Delevingne has a massive appeal among the youth market. She has 2.13m followers on Twitter and 9.2m on Instagram and TAG can only be looking at those numbers with dollar signs in its eyes.
All I know is that TAG Heuer will be featuring on a lot more 18th birthday lists this year.
(Head over to our Instagram feed after 3.30 today for pictures from the event.)