Cara Delevingne Stars in New TAG Heuer Ads & Poses with a Lion Cub

Joanna Elizabeth

/

Published January 23, 2015

An image from Cara Delevingne's new TAG Heuer ad campaign
An image from Cara Delevingne’s new TAG Heuer ad campaign

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.

An image from Cara Delevingne's new TAG Heuer ad campaign
An image from Cara Delevingne’s new TAG Heuer ad campaign
Cara Delevingne poses with baby lion cub at TAG Heuer event
Cara Delevingne poses with baby lion cub at TAG Heuer event
Cara Delevingne poses with baby lion cub at TAG Heuer event
Cara Delevingne poses with baby lion cub at TAG Heuer event

Campaign Images via WWD, Event Images via TAG Heurer

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