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.