Bella Hadid is latest face of TAG Heuer

After couture, ready-to-wear and jewelry, the watch world has succumbed to the charms of the famous American model. The TAG Heuer brand has announced Bella Hadid as its new female face and as a collaborator on new projects.

Bella Hadid can add one more campaign to her growing list of achievements. The prestigious Swiss watchmaker TAG Heuer has announced the 20-year-old model as its new female face at an event held Monday, February 13 at the Equinox gym on Bond Street, New York, where Fashion Week is currently in full swing.

Reaching out to Millennials

As well as being a star model of the moment, highly in demand among labels and designers, Bella Hadid also counts no less than 10.6 million followers on Instagram alone. This social media presence could help TAG Heuer reconnect with Generation Y, the brand explains in a statement.

"I am delighted to welcome Bella into the family of TAG Heuer ambassadors. Having Bella on the team enables me to reconnect TAG Heuer with the Millennials and young generations, and also with the brand's avant-garde spirit, the spirit which drives us to do things differently, to innovate and to dare.... We need someone like Bella to help us capture the bold and confident spirit of young people today," said Tag Heuer CEO, Jean-Claude Biver.

"Don't Crack Under Pressure"

Bella Hadid will first of all star in the Swiss watchmaker's upcoming ad campaign, shot by the famous photographer Cass Bird. A first visual features the young woman showing her fighting spirit with a TAG Heuer branded boxing glove on one hand and one of the brand's women's timepieces on the other. The photo comes with a tagline that highlights the brand's philosophy: "#DontCrackUnderPressure".

The American model soon reacted to the news on social media: "I don't stop, I don't crumble and I certainly #DontCrackUnderPressure! Thank you Tag for the warm welcome to the family and making me the new face of @tagheuer!".

TAG Heuer adds that Bella Hadid has also been signed up to collaborate on future projects linked to the model's passion for photography. 

While 2016 was a year of meteoric rise for the young model, 2017 seems to be a year of confirmation. In the last two months alone, Gigi's sister Bella has fronted campaigns for DKNY, Zadig & Voltaire, Moschino and Fendi, and has walked the runway for some of the biggest fashion houses. She has even been named a Bulgari accessories ambassador. A perfect start to the year for Bella Hadid.