Tag Heuer CEO Hopes Cara Delevingne Can Give the Watch Brand "It-ness"

This is an odd pairing, don't you think?
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Alyssa Vingan Klein
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This is an odd pairing, don't you think?
Cara Delevingne for Tag Heuer. Photo: Tag Heuer

Cara Delevingne for Tag Heuer. Photo: Tag Heuer

Cara Delevingne has fronted more luxury ad campaigns over the last couple of years than we can count: Her impressive list of clients includes Mulberry, Chanel, Burberry, Fendi and Tom Ford — and that's just from top of mind. While all of those brand pairings have seemed relatively natural for the young model (and the similarly young audience she reaches daily through her millions of followers on Twitter and Instagram) her latest campaign seems much less so. 

Delevingne is the newest face of Tag Heuer, a Swiss luxury watch brand that lists its goods for tens — if not hundreds — of thousands of dollars. It's clear that the label is attempting to target a younger customer by casting Delevingne in the campaign.

"We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth," recently appointed CEO Jean-Claude Biver told WWD on the brand's decision to hire Delevingne. "Tag Heuer has set its sights on ‘It-ness,’ and Cara is just the person to help us get there."

One of the images (which debuted in WWD) features a red carpet shot of Delevingne from the Cannes Film Festival in 2013, while another is a #selfie-type shot that shows off one of the model's many tattoos. Both feature the brand's new hashtag #DontCrackUnderPressure, which is clearly an attempt to get the kids talking on the Internets. But do you think a youth icon and a social media slant are what it takes to get a new generation shopping for luxury watches? We're not so sure.