Cara Delevingne and TAG Heuer: the it girl and the it brand


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.

Born in London under the sign of Leo in 1992, Cara is the new ruling queen of the media jungle, the It Girl spokesperson for the online generation, and the top fashion model of our day. What is most refreshing about her is the way she navigates so coolly through these high-pressure worlds, with her indomitable take-me-as-I-am attitude.

Before Cara, top models stared out from magazine covers and walked down catwalks. By just being herself, she doesn’t just give us another pretty picture, but a whole, extraordinary, irreverent and gorgeous package. She is a true path-breaker, who, like TAG Heuer, pushes past conventions and limits with creativity and passion, and never cracks under pressure. She perfectly embodies the core values of the Swiss brand.

TAG Heuer held Cara Delevingne’s “Welcome to the TAG Heuer Family” celebration in the Salle Melpomène, at the beautiful Ecole des Beaux Arts de Paris. After all, where other than Paris, on the eve of Fashion Week, could such a celebration be held? The catwalk princess was positively radiant and at her cheeky best as she charmed the journalists and guests.

The exhibition space, named after the Greek muse of tragedy, was magically transformed for the occasion into a theatre of antiquity, with the solemnity of a red carpet experience and the unexpected presence of wildness. Cara, unafraid of the muse’s spell, showed her impish tomboy side as she strode boldly down the aisle, gliding around … a lion. Yes, a lion, just like the one tattooed on her index finger, her emblem — with a floating mane and graceful gait perfectly matching Cara’s. Who would dare pull such a stunt? TAG Heuer, of course. And who would dare accept it? Cara Delevingne, who else?


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