In a surprising move, Tag Heuer has tapped Cara Delevingne as its latest brand face with the tagline #DontCrackUnderPressure emphasized. Traditionally, the Swiss luxury watch brand is known for featuring sport stars and actors in its campaigns. According to WWD, new chief executive officer Jean-Claude Biver is hoping that the “disruptive” change will entice younger customers. The advertisements with Cara do not feature the model wearing a Tag Heur watch, but instead include images from past events with British beauty. Cara also recently stripped down to her underwear in a new John Hardy campaign, making her off to a good start for 2015.
Campaign Images via WWD, Event Images via TAG Heurer