TAG HEUER

Cara Delev­ingne on the TAG Heuer “Don’t Crack Un­der Pres­sure” cam­paign, shot by David Yar­row

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THE AC­TRESS AND MODEL de­signed the cam­paign in her im­age. In the pres­ence of lions, Cara demon­strates her strength and hu­mil­ity. She con­veys power and fragility, her pas­sion for the king of beasts ev­i­dent. The im­age was shot in South Africa by David Yar­row, the il­lus­tri­ous fine art pho­tog­ra­pher who spe­cial­izes in cap­tur­ing the beauty of en­dan­gered an­i­mals. This cam­paign car­ries a mes­sage of re­spect, sup­port and strength to­wards an­i­mals. TAG Heuer has cre­ated an in­tense cam­paign: fear­less, fem­i­nine and con­tem­po­rary.

TAG Heuer is de­lighted to be able to un­veil its new ad­ver­tis­ing cam­paign, star­ring the sub­lime Cara Delev­ingne. It shows Cara, full of con­fi­dence, her gaze pierc­ing, with her back against a lion. This unique and dis­rup­tive vis­ual, cre­ated with­out any spe­cial ef­fects, catches the eye, just like the Swiss watch­maker.

Jean-Claude Biver, CEO of TAG Heuer and Pres­i­dent of the LVMH Group Watch Division, stated: “I am de­lighted with the re­sult of this new cam­paign. It shows Cara as pow­er­ful, coura­geous, au­da­cious, and com­mand­ing of re­spect. Through her, I can see TAG Heuer re­con­nect­ing not just with the mil­len­ni­als and younger gen­er­a­tions, but also with the brand’s Avant- Garde spirit, the spirit which pushes us to do things dif­fer­ently, to in­no­vate, to take risks. It is a new in­ter­pre­ta­tion of Don’t Crack Un­der Pres­sure, which I hope, will in­spire the youth of to­day.” Cara Delev­ingne added: “It has long been a dream of mine to get the chance to work with wild an­i­mals, and par­tic­u­larly with a lion! I am

so grate­ful to col­lab­o­rate with TAG Heuer on this cam­paign.”

In the im­age, Cara Delev­ingne is faced with the mag­nif­i­cence of the king of beasts who sym­bol­izes courage and strength. She has a lion tat­tooed on her in­dex fin­ger, in­spir­ing her and guid­ing her choices and ac­tions.

Vis­ual con­tact is al­most al­ways present in his work, and this is how he wanted to cap­ture Cara’s gaze. “When I pho­to­graph an an­i­mal, the first thing I do is look into its eyes. If they are not pierc­ing, then it’s very dif­fi­cult to cap­ture the an­i­mal’s soul. And Cara has a truly pierc­ing gaze! I there­fore knew right away that the look would be at the very heart of this pro­ject!” ex­plained David. He is able to cap­ture the supreme beauty of liv­ing crea­tures, and each of his im­ages truly hon­ors them. His pho­to­graphs can be seen in some of the world’s most pres­ti­gious mu­se­ums and ex­hi­bi­tions. Highly sought-af­ter, they sell for up to $60,000 per print.

With this new vis­ual, TAG Heuer signs an in­tense, fear­less and fem­i­nine cam­paign, just like the amaz­ing Cara, which demon­strates once again the dis­rup­tive and avant-garde spirit of the Swiss watch brand. About TAG HEUER In 1860, at the age of 20, Edouard HEUER founded his watch­maker’s work­shop in the Jura Moun­tains of Switzer­land. Cre­at­ing the mikro­graph in 1916, spon­sor­ing F1 teams in the 70s or launch­ing the first lux­ury con­nected watch in 2015 are just some ex­am­ples of the ma­jor tech­ni­cal in­no­va­tions, ul­ti­mate ac­cu­racy and pas­sion for dis­rup­tive de­signs that de­fine TAG Heuer unique spirit. Head­quar­tered in La Chaux-deFonds, TAG Heuer op­er­ates in 4 pro­duc­tion sites, mas­ter­ing the whole watch­mak­ing process, and is ac­tive on all con­ti­nents through 4500 points of sale, in­clud­ing 170 TAG Heuer bou­tiques, now di­rectly on www.tagheuer.com in a se­lec­tion of mar­kets. TAG Heuer time­pieces are de­signed for those who love chal­lenges. The in­flu­ence is en­riched by our unique com­mu­ni­ca­tion strat­egy based on three pil­lars, Sport, Life­style and Her­itage. Broad and dis­rup­tive, it em­bod­ies TAG Heuer legacy and DNA. Part­ner­ships and am­bas­sadors il­lus­trate our open-minded and open-doors cul­ture. The most pres­ti­gious and avant­garde names team up with TAG Heuer: RedBull Rac­ing For­mula 1 team, Monaco F1 Grand Prix, For­mula E Cham­pi­onship, the big­gest foot­ball leagues around the planet in Europe, Amer­i­cas and Asia...Manch­ester United; Trend­set­ters like it-girl Bella Ha­did, the Amer­i­can star quar­ter­back Tom Brady, Hol­ly­wood ac­tors like Chris Hemsworth and Pa­trick Dempsey; and the first ap­pointed Art Provo­ca­teur by a brand, Alec Monopoly!

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