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TAG Heuer - Cara Delevingne and the lion

TAG Heuer Cara Delevingne and the lion

Cara Delevingne puts her distinctive spin on the TAG Heuer "Don't Crack Under Pressure" campaign, shot by David Yarrow.

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

Visual contact is almost always present in David Yarrow's work, and this is also how he wanted to capture Cara's gaze. "When I photograph an animal, the first thing I do is look into its eyes", explained David. "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!" 

"I am delighted with the result of this new campaign", stated Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division. "It shows Cara as powerful, courageous, audacious, and commanding of respect. Through her, I can see TAG Heuer reconnecting not just with the millennial 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."

"It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion!" added Cara, who has a lion tattooed on her index finger, inspiring her and guiding her choices and actions. 

Cara Delevingne and the lion

© TAG Heuer / David Yarrow

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.

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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