The middle of fashion week in Manhattan, New York became the setting for the unveiling of the luxury swiss watch brands new empowering female face. Voted 'Model of the Year' in December 2016, Bella Hadid has made her mark in the world of fashion, and on 13th February 2017, the announcement was made of her collaboration. Fierce on the runway having walked for Marc Jacobs, Ralph Lauren and Tommy Hilfiger, Bella certainly knows how not to crack under pressure, making her the perfect fit for TAG Heuer's motto: #DontCrackUnderPressure.
With the fastest growing fan-base of followers on social media in 2016, Bella has become a rising and worthy star, whilst handling the demands of her extraordinary lifestyle and stratospheric fame with poise and maturity. At the tender age of 20, beautiful Bella has chosen to work with TAG Heuer, not just as a new fresh young face for the brand, but also for the model to collaborate on projects close to her heart, and one of her favourite hobbies, photography. Expressing herself through image, with a deeply personal and artistic sense, Bella has a strong and supportive following of 10 million on social media. In sometimes profound and mysterious ways, Bella speaks the language of the millennials, the generation with whom the Swiss watch brand is currently reconnecting. Driven by its CEO Jean-Claude Biver said: 'I am delighted to welcome Bella into the TAG Heuer family. Having Bella on the team enables me to reconnect TAG Heuer with the millennials and young generations, and also with the brand's new avant-garde spirit, the spirit which drives us to do things differently, to innovate us and to dare. 'The TAG Heuer family has a real team spirit. We need someone like Bella to help us capture the bold and confident spirit of young people today. Thank you for joining us Bella, welcome to the team!' It is clear to see in the advertising campaign, shot by American photographer Cass Bird, that his will be a one-of-a-kind partnership.