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TAG Heuer - “Don't Crack Under Pressure" auction

TAG Heuer “Don't Crack Under Pressure" auction

TAG Heuer, Cara Delevingne and art photographer David Yarrow unite to auction an exclusive image from the “Don't Crack Under Pressure" campaign.

TAG Heuer Ambassador, actress and style icon Cara Delevingne attended an event to showcase the campaign at Maddox Gallery, home to the work of leading wildlife photographer David Yarrow. 

The proceeds from the sale of this visual will go to the newly established “Cara Delevingne Foundation”, which is committed to young woman all over the world.  

“Don't Crack Under Pressure" auction

Jean-Claude Biver and Cara Delevingne © TAG Heuer

Cara Delevingne was joined by Jean-Claude Biver, former TAG Heuer CEO and non-executive Chairman of the LVMH watchmaking division, and David Yarrow, photographer, to auction an exclusive visual from a TAG Heuer campaign. 

The image was shot in South Africa by David Yarrow, the fine art photographer who specializes in capturing the beauty of endangered animals.  At the auction event Cara Delevingne and David Yarrow took part in a live Q&A which included them describing their first-hand experience of working with one of the world’s most dangerous animals and details of how the unique and disruptive photograph was captured without the use of any special effects.

"When I photograph an animal, the first thing I do is look into its eyes,” explained David Yarrow. “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!" 

"It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion,” added Cara Delevingne. “I am so grateful to collaborate with TAG Heuer on these incredible visuals.” 

“Don't Crack Under Pressure" auction

David Yarrow and Jean-Claude Biver © TAG Heuer

The original print from the TAG Heuer campaign was auctioned at a record price of £120,000 and Jean-Claude Biver announced that all the proceeds will be donated to the Cara Delevingne Foundation, which supports young woman all over the world.

"I am delighted to offer the proceeds of the auction of this amazing photograph to Cara, for her new Foundation,” said Jean-Claude Biver, TAG Heuer CEO. “In this visual, Cara is shown as powerful, courageous, audacious, and commanding of respect. I hope her attitude and engagement with her Foundation will inspire many around her, to do things differently, to innovate, to take risks. This is for me the new interpretation of our “Don’t Crack Under Pressure”.

Guests who also joined Jean-Claude Biver, Cara Delevingne and David Yarrow included Founder of Maddox Gallery Jaye Rutland, Stéphane Bianchi CEO of LVMH Watchmaking Division and CEO of TAG Heuer as of November 1st, Frederic Arnault, TAG Heuer Strategy & Digital Director, as well as Natalie Pinkham, David Gandy, Jamie Redknapp, Mark Noble, Denise van Outen, Noëlla Coursaris, Amanda Wakeley, Tania Bryer, Montana Brown and Marissa Montgomery.

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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