{"id":2034,"date":"2015-01-26T16:28:54","date_gmt":"2015-01-26T16:28:54","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=2034"},"modified":"2015-01-26T16:28:54","modified_gmt":"2015-01-26T16:28:54","slug":"tag-heuer-wants-ness-cara","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/tag-heuer-wants-ness-cara\/","title":{"rendered":"TAG Heuer wants It-ness with Cara"},"content":{"rendered":"

Cara Delevingne has been announced as the face of Swiss watch brand TAG Heuer. The 22-year-old is the first model to front the brand\u2019s advertising campaign, joining previous ambassadors including sporting stars Maria Sharapova, Cristiano Ronaldo and Lewis Hamilton, along with actors Brad Pitt, Leonardo DiCaprio and Cameron Diaz.<\/p>\n

TAG Heuer is the latest brand hoping to benefit from the \u201cCara effect\u201d \u2013 Delevingne, who has over 2.12 million followers on Twitter and 9.2 million on Instagram, is currently also the face of Topshop, YSL Beaut\u00e9, Burberry and Chanel, and has designed a range of handbags with British accessories brand Mulberry.<\/p>\n

Delevingne\u2019s latest assignment represents a move by TAG Heuer to target a younger, social media-savvy consumer. \u201cWe needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today\u2019s youth,\u201d said Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide. \u201cTAG Heuer has set its sights on \u2018it-ness\u2019, and Cara is just the person to help us get there.\u201d<\/p>\n

Becoming a TAG Heuer ambassador is \u201ca bit of a dream\u201d for Delevingne. \u201cThere is a lot about me and the brand that go together \u2013 it\u2019s a nice fit,\u201d she said. \u201cTAG has a slightly rebellious attitude going on and they never do something that\u2019s expected of them, which is something I live by.\u201d<\/p>\n

The model confesses to being attracted to the brand\u2019s chunky, masculine watch designs; \u201cI\u2019m not into dainty watches, I like a big watch that catches your eye. When I find a watch I love I\u2019ll wear it every day.\u201d<\/p>\n

The tagline for the new campaign is \u201cDon\u2019t crack under pressure\u201d, and Delevingne is a firm advocate of yoga and meditation to help deal with her hectic schedule. \u201cIt\u2019s important to take time for yourself. I used to hate being alone but now I love it. I try to do yoga twice a day but when I\u2019m working I end up doing it in the weirdest places \u2013 like on a plane or backstage at a show.\u201d<\/p>\n

Despite winning Model of the Year at the British Fashion Awards twice (in 2012 and 2014), Delevingne is now keen to focus on her acting career. After a part in the 2012 film Anna Karenina, she made her small screen debut opposite Sylvia Syms in Sky Arts drama Timeless, and is set to appear later this year in Michael Winterbottom’s The Face of an Angel, a film loosely based on the Meredith Kercher murder trial.<\/p>\n

She cites Tilda Swinton and Cate Blanchett as acting inspirations, saying \u201cI\u2019m very much into strong female roles but I would also love to play a man \u2013 I like to push the boundaries.\u201d<\/p>\n

TAG HEUER\u00a0tagheuer.co.uk<\/a><\/p>\n

Check out all your airport\u00a0duty free & luxury\u00a0shopping options on Duty Free Hunter<\/a> – match your trip to your shopping\u00a0<\/strong><\/p>\n

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