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A fresh face with attitude: TAG Heuer watches recruit Cara Delevingne

Cara Delevingne, wild cats and TAG Heuer watches: a match made in marketing heaven for the Swiss watch brand.

29 January 2015

By Rebecca Doulton

Model, actress, singer and drummer Cara Delevingne has been chosen by TAG Heuer watches as its new ambassador. The 22-year-old is famous for her chameleonic abilities, switching in a flash from tough rebel rocker to glam diva.

President of LVMH Watches and CEO of TAG Heuer, the equally outspoken and larger-than-life Jean-Claude Biver, was effusive about the brand's new representative: "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!"

During the presentation at the École des Beaux-Arts in Paris last week, the model appeared on stage cuddling a lion cub and watched on nonchalantly as a tamer handled a lioness. The wild creatures, which represent her star sign of Leo and her obsession with big cats - a tattoo of which she has on her left index finger - were a great publicity stunt on behalf of TAG Heuer watches.

Influential, trend-setting and fresh, Cara Delevingne is a strategic choice for TAG Heuer. Women's watch sales at TAG currently account for 37% of the total and Biver wants to get that figure up to 50%. He is convinced that Cara is the living embodiment of the brand's new tag line, "Don't crack under pressure".

During the presentation, Cara was given a TAG Heuer Formula One chronograph in steel and white ceramic set with diamonds - a perfect match for her unique rock 'n' roll glamour. 

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