To reach millennials, Tag Heuer taps Bella Hadid
Watch this face
This girl doesn't stop and she certainly doesn't crack under pressure. Adding to her long list of accolades and achievements, Bella Hadid debuts as the new face of Tag Heuer. Posed with fists wrapped in boxing gloves, she took to Instagram to showcase the collaboration.
The 20-year-old rising star thanked Tag for warm welcome and applied herself into the infamous tagline, saying ""I don't stop, I don't crumble, and I certainly #DontCrackUnderPressure."
This new partnership launches the Swiss watch brand's strategic efforts in connecting with a younger market—millennials, to be exact. Having also recruited the likes of Cara Delevingne, Martin Garrix, and graffiti artist Alec Monopoly, the vision is clear—accessible luxury as aspirational goods for a new generation.
"We need someone like Bella to help us capture the bold and confident spirit of young people today," explained the CEO of Tag Heuer and Chairman of the Watch Division of LVMH, Jean-Claude Biver as he stressed on the avant-garde spirit of the brand that pushes them to innovate and lead.
The campaign was shot by American photographer Cass Bird and launched in Manhattan to coincide with New York Fashion Week.