by Mouna Harati
 
Tag Heuer chose It girl of the moment Cara Delevingne as their new ambassador. Just like the supermodel pushes the envelop in regards to conventional model status, the Swiss brand believes they couldn’t be more aligned. Embodying similar core values – both “never crack under pressure” – this new collaboration gives Tag Heuer a whole new relatable identity.
 
The Swiss team celebrated the new appointment with a “Welcome to the Tag Heuer Family” party that took place at Salle Melpomène, which is regarded as one of the most inspiring rooms in the École des Beaux Arts de Paris. With a 150 VIP guests and journalists and held on the eve of Haute Couture Paris Fashion Week, Delevingne radiated with excitement. To much surprise, Delevingne was comfortably accompanied by a lion… yes, a lion.
 
Greeted by Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide, who then said the following, “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. Thank you for joining the team, Cara, and welcome aboard!”