To mark New York Fashion Week, TAG Heuer and Bella Hadid chose Equinox Bond Street – an iconic new location in the luxury lifestyle brand’s health club portfolio – to announce their collaboration.
It is clear from TAG Heuer’s advertising campaign featuring Bella Hadid, shot by American photographer Cass Bird, that this will be a one-of-a-kind partnership… As unique and distinctive as Bella herself!
Manhattan, New York, 13 February 2017 – Does Bella Hadid really need any introduction? Last year was a banner year for the young American top model who, from tomorrow, will be the new female face of luxury Swiss watch brand TAG Heuer.
Voted “Model of the Year” in December 2016, this fashion icon had the fastest growing fan-base of followers on social media networks in 2016; now a rising star in the world of fashion, she is handling the demands of her extraordinary lifestyle and stratospheric fame with poise and maturity. She knows exactly what she wants, what she likes, and what she wants to achieve.
At the tender age of 20, beautiful Bella has chosen to work with TAG Heuer; this is not just an opportunity for the luxury Swiss watch brand to welcome a fresh, young face, but also for the model to collaborate on projects which relate directly to one of her favorite hobbies: photography.
With 10 million followers on social media, she has learned how to express herself through images, sometimes light and subtle, sometimes profound and mysterious, but always with a clear artistic sense which is deeply personal. She speaks the language of the Millennials, the generation with whom the Swiss watch brand is currently reconnecting, driven by its CEO Jean-Claude Biver, also Chairman of the Watch Division of LVMH Group.
At the event,Jean-Claude Biver said: “I am delighted to welcome Bella into the family of TAG Heuer ambassadors. Having Bella on the team enables me to reconnect TAG Heuer with the Millennials and young generations, and also with the brand’s avant-garde spirit, the spirit which drives us to do things differently, to innovate and to dare. The TAG Heuer family has a real team spirit. We need someone like Bella to help us capture the bold and confident spirit of young people today. Thank you for joining us, Bella, welcome to the team!”
Cass Bird added: “Bella is one of my all time favorite women! Beautiful and completely present; one of my dream subjects and a total muse for me. She makes everyone feel welcome on set. Hands down one of the best in the industry! “
The venue for the event – Equinox Bond Street, the trendsetting fitness club used during New York Fashion Week – was also a fine choice: the pretty blue-eyed brunette confidently showed off her perfect body, right at home in the gym! TAG Heuer’s #DontCrackUnderPressure tagline fits her perfectly.
About TAG Heuer
The Swiss brand has been the avant-garde of Swiss watchmaking since 1860. TAG Heuer has been striving since then to push the boundaries further, inventing timepieces for those who love to defy convention. This technical expertise was harnessed at a very early stage for achieving extreme accuracy, particularly in the creation of exceptional chronographs.
Under the impetus of Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, the new models exhibited a new dynamism: faster lead times and developments, and a completely transformed environment. TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage.
Our partnerships in motor racing with the F1 Red Bull Racing team, the Monaco Grand Prix, the FIA Formula E Championship, in football with Manchester United, the English football Premier League, the German Bundesliga, Major League Soccer in the USA, the Chinese Football League in China, the Japanese Premier League, the Asian Cup, the Australian national football team, in cycling with the BMC Racing team, the Tours of California, Dubai, Abu Dhabi, in surfing with the World Surf League and Big Wave Tour… and our ambassadors, living football legend Cristiano Ronaldo, trendsetting it-girl Cara Delevingne, icons of electronic music David Guetta and Martin Garrix, American star quarterback Tom Brady, Australian actor Chris Hemsworth,… all share the brand’s core values: teamwork, ambition and a taste for a challenge which also drive TAG Heuer to go beyond the traditions of the watchmaking industry. Our slogan #DontCrackUnderPressure is much more than an affirmation: it is a state of mind. TAG Heuer is an LVMH Group company.
For more information, visit TAG Heuer.