In a big announcement, Swiss watch brand TAG Heuer has unveiled its newest fresh face for women's watches in its "Don't Crack Under Pressure" ad campaign: supermodel Bella Hadid. Signed to IMG Models, the 20-year-old has already walked the runways for some of the finest fashion houses in the world, including Chanel, Givenchy, Dior, Versace, Fendi, Michael Kors and Victoria's Secret. Additionally, she was named the ambassador for Dior Makeup last year. Her sister Gigi is also a model, as was their mother before them.
“My family taught me to be strong and confident. I believe that everything happens for a reason and no matter what it is that happens, you will get through it," says Hadid.
Heading into the TAG Heuer relationship, the brand released a teaser video revealing that Hadid spent 1,500 hours in six-inch heels and made 34 wardrobe changes in fewer than 10 seconds — signifying that she doesn't crack under pressure. The new TAG Heuer ads with Hadid are shot by American photographer Cass Bird.
Says Hadid, “I have always thought that watches are very classic. When you wear one it is classy and beautiful. I also think their ‘Don’t Crack Under Pressure’ message is incredible; it is about being strong and this is who I am.”
Appearing with Hadid at the big announcement in New York City was Jean-Claude Biver, CEO of the LVMH watch division, who said the campaign should bring a new millennial customer to the brand.