What do you get when you mix one of the most famous super models on the planet with a respected luxury watch brand? Fireworks, is what TAG Heuer is hoping.
Cara’s dubbed the new “Feminine Ambassador” for TAG, following in the foot steps of other tall, thin blondes Cameron Diaz and Maria Sharapova. It’s an interesting move for TAG, despite the seemingly familiar profile. Typically they stick to movie stars and sports stars, so a return to the “model” model is a departure from the decades-long trend of actors stealing modeling jobs from actual models. Of course Cara’s dabbled in movies too, and is far from famous only for her catwalk gigs.
TAG Heuer is all “Skate park or red carpet? Sneakers or stilettos? Ravishing smile or funny face? Difficult choices to make, which is why TAG Heuer takes it all and chooses Cara Delevingne — the most disruptive It Girl of the moment — as its new feminine ambassador. She has a massive social media presence, is up for everything, and relishes freedom.”
They go on and in detail about everything from C. Delv’s astrological sign (Leo, obv.) to her “It-Ness” as TAG CEO Jean-Claude Biver gushes:
“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. “
Cara is certainly the right person to rep the It factor. Whether she’s accidentally flinging suspicious substances at paparazzi, making out with Michelle Rodriguez courtside at a Laker’s game, or palling around with good friend/literal heartthrob Harry Styles, everyone’s got an eye on Cara. It doesn’t hurt that her pedigree as an English aristocrat has her a hop skip and a beat away from the royal family, and that when she was a bridesmaid for her (slightly less notorious) socialite sister Poppy Delevigne she wore haute couture.
Who am I kidding? This girl is always wearing some couture, even if she’s pairing it with Converse. The woman who brought eyebrows back is ever brand’s dream. With hordes of young, easily-influenced yet influential followers – both on social media and IRL – Cara is perfectly poised to catapult TAG Heuer watches into the realm of “MUST HAVE ACCESSORY.” She’ll do for TAG watches what the Jenner girls did for Cartier Love bangles among the kiddos.
16 year old me would definitely wear this. Current me would wear this.
But while the K sisters were showing off absurdly expensive accessories for teens, TAG is slightly more accessible. Don’t get me wrong, it’s still a luxury watch brand. But with prices starting around $1200 for pre-owned TAG watches, they’re much more realistic for a Bat Mitzvah/Quince/Sweet 16/Graduation Gift. And among a certain subset a nice “Hey sweetie it’s Tuesday” Gift.
The move is a savvy one for TAG Heuer, and I’m excited to see how the younger crowd reacts. They thought Missy Elliot was a hot new artist Katy Perry discovered at the Super Bowl, so they’ll probably figure Cara launched this luxury Swiss watch brand. Which is a minor detail for TAG: they’ll be focused on the soon to be trending #DontCrackUnderPressure branding they’re using in Cara’s ads.
