THE IT GIRL AND THE IT BRAND

TAG Heuer held Cara Delevingne’s “Welcome to the TAG Heuer Family” fête in the Salle Melpomène, the most beautiful room in the Ecole des Beaux Arts de Paris. After all, where other than Paris, on the eve of Fashion Week, could such a celebration be held? The catwalk princess was positively radiant and at her cheeky best as she charmed the 150 journalists and VIPs in attendance. 

By Hend Seif El Din

The exhibition space, named after the Greek muse of tragedy, was magically transformed for the occasion into a theatre of antiquity, with the solemnity of a red carpet experience and the unexpected presence of wildness. Cara, unafraid of the muse’s spell, showed her impish tomboy side as she strode boldly down the aisle, gliding around … a lion. Yes, lion, like the one tattooed on her index finger, her emblem — with floating mane and graceful gait perfectly matching Cara’s. The audience was stunned into silence; no one had expected it, or seen anything like it.

Who would dare pull such a stunt? TAG Heuer, of course. And who would dare accept it? Cara Delevingne, who else?

Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide, greeted Cara Delevingne by offering her a TAG Heuer Formula One Steel and Black Ceramic Chronograph set with glittering diamonds—the perfect match for Cara’s unique rock’n’roll glamour. “I am delighted to welcome Cara into the TAG Heuer family,” said Mr. Biver. “This is always a very solemn moment.

The TAG Heuer family is not just an idea, it is a team, with true team spirit. We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth. TAG Heuer has set its sights on “it-ness”, and Cara is just the person to help us get there. Thank you for joining the team, Cara, and welcome aboard!”

 

 

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