Bella Hadid TAG Heuer watches New Big Cheese

Bella Hadid last night in New York became the female face of luxury watch brand TAG Heuer. Following in the footsteps of other brand ambassadors, namely Martin Garrix, David Guetta and Cristiano Ronaldo, Hadid is the latest ‘big’ name for TAG Heuer President Jean-Claude Biver to sign up to his dressing room of stars. It’s all part of a strategy to reposition TAG Heuer as the luxury watch for millennials. Bella Hadid TAG Heuer is the collaboration that has now happened.


Bella Hadid Tag Heuer Connect

Just what does a “Model of the Year” wear in the boxing ring? In the case of Bella Hadid, who won the accolade in 2016, for the Bella Hadid Tag Heuer event at the Equinox Gym, the gym kit includes black leggings with a matching bra top, patent high heels and a velvet coat. At least that’s what the Armenian-Dutch model wore last night to celebrate her partnership with luxury Swiss watch brand TAG Heuer. At just 20 years of age, Hadid has been chosen by TAG Heuer and the brand’s CEO (and chairman of of the watch division of LVMH Group) Jean-Claude Biver to connect the brand with a younger audience. And Hadid is exceptionally suited to the task. The model, who has worked with fashion houses including Dior and JW Anderson, had the fastest growing following on social media recorded in 2016 and now accounts for over 10 million instagram followers. The Bella Hadid Tag Heuer connection allows Tag Heuer to reach millennials through their preferred method of communication, social media.

TAG Heuer’s New York Fashion Week event was held at Equinox, Bond Street – close to the apartment Hadid moved to when first enrolling to study fashion photography at Parson’s in 2014. Photography is still a passion; for the Bella Hadid TAG Heue campaign, Hadid was shot by Cass Bird. The American photographer, who worked with Hadid on various shoots before, was full of praise. “. Bella is one of my all time favourite women! Beautiful and compiled present; one of my dream subjects and a total muse for me. She makes everyone feel welcome on set. Hands down one of the best in the industry!”

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Peggy Guggenheim

Bella Hadid Tag Heuer