Whereas some prestigious watch brands prefer avoiding direct associations of their products with the world of fashion, others, on the contrary, see in it a great opportunity to partner up with the hottest and most fashionable people, and why not even break away from the traditional codes of the watchmaking universe. This is definitely the approach chosen by TAG Heuer that has recently added supermodel Bella Hadid to its list of prestigious ambassadors.
In a somewhat tense climate for Swiss watchmakers, TAG Heuer announced some positive financial results, claiming 2016 was even its best year ever. This may precisely be due to the fact that the brand has been capable of listening to an ever evolving market, of staying very visible for its existing clients, but above all of attracting a whole new audience. By partnering up with Bella Hadid, the brand is undoubtedly targeting the millennials generation. “We aim to reach out to those that have not yet bought a TAG and make them dream”, explains Jean-Claude Biver himself. With over 10,6 million Instagram followers, Bella Hadid has the capacity to touch this ultra-connected young generation, so prone to consuming differently and instantaneously. The point is not anymore to own but rather to experience moments and share them on the Internet. A philosophy of life inspired and dictated by influencers such as Bella, in constant communication with her immense community of followers. Through this partnership, TAG Heuer has gained a new and highly reliable communication platform. A smart strategy that will enable it to stay accessible to the general public, to gain new clients, and above all to drastically increase the brand awareness on the web.
Jean-Claude Biver admits that it was his 17 year-old son that whispered him the name of Bella Hadid, just as he had previously also suggested Martin Garrix, Alec Monopoly or even Cara Delevingne. It was also his son that convinced him to buy a pair of Yeezy shoes. Who knows…the next partnership might be with Kayne West ? Bella Hadid is now a part of the large TAG Heuer family of ambassadors alongside Cristiano Ronaldo, Steve Mcqueen or even David Guetta…Athletes, actors, artists, models and pilots that all have in common to live a frantic life. #Dontcrackunderpressure! This appropriate and powerful slogan guided us this week to New York in what was to be an express round trip in barely 24 hours. The journey was specially organized last Monday, February 13, for the announcement of this partnership with Bella Hadid. Difficult to imagine a more trendy setting since the event was organized in the midst of New York’s fashion week, moreover in an explosive venue: Equinox, Manhattan’s most popular gym. In this fun and relaxed atmosphere animated by singer Leona Lewis, we were able to witness a few “boxing moves”…and to top it all off a couple of spinach cubes by way of amuse-bouche. What more could we say? Everything was absolutely “spot on”, nothing exaggerate, and in perfect harmony with our times. A blend of healthy lifestyle and hyper connectivity.
We were fortunate enough to be able to interview the star of the night, despite her long and exhausting day on the catwalk. Nominated model of the year in 2016, this hard-working professional quickly managed to make her way in the ruthless world of modelling; a quite different universe than what she had imagined during her childhood as she dreamed of becoming a horserider. Affected by the Lyme disease, a kind of auto-immune infection, she had no other choice than to quit horse-riding, being physically incapable of following very high level training. She therefore gave up on the Rio 2016 Olympics to focus on another of her passions, photography. It was however in front of the objective that magic operated as she was very rapidly propelled among the most famous models of the moment, coveted by prestigious designers and fashion magazines. Perfectly balanced and stunningly beautiful (which helps overlook some occasional clumsiness), Bella Hadid can be proud of her already impressive career history, at only twenty years old. She obviously isn’t a watchmaking expert, but we definitely know that she likes rather simple watches…if possible decorated with a few diamonds.
BELLA HADID’S INTERVIEW
What can we expect from this partnership with TAG Heuer?
Total exclusivity of course! I will only wear their watches. We have foreseen a lot of activities such as for example an international campaign with a lot of travelling. I will attend some of the brand events and be a strong ambassador on social media. Hopefully, I will also come to Switzerland to design a watch. I would really love to visit since two of my best friends live there and I have always dreamed of visiting this country!
How do you imagine this watch of yours?
Simple, with just a few diamonds and in rose gold. Of course, I would still need to brainstorm a bit…
You are a big influencer on the net. Could you tell us a bit more about what this means to you?
It still feels strange for me to see many people interested in me! It’s a amazing, I am a simple girl, you know! I manage myself all my social media channels and I believe this is the best way to communicate with my fans and my friends. This enables me to spontaneously share moments of my life and to pass on messages to people within my community. Everybody has a crazily occupied life and this is a great way to stay connected from all points of view. Also, my fans bring me consistent support, I wouldn’t be here without them. Whenever I feel sad I go on my social medias and see all their love and positive messages, it is the best cheer up therapy you can wish for!
Who is your greatest inspiration?
My mother, without hesitation! She is the strongest woman I have ever known and we are extremely close. She gave me everything and continues to support me on a daily basis, guiding me in all my choices. She taught me to appreciate simplicity, both in life and in fashion.
(Editor’s Note: Yolanda Hadid is an ex-model of Dutch origin. Nowadays, she is above all famous for her awareness campaigns and her fight against the Lyme disease, a kind of autoimmune infection from which she is suffering. A battle she shares daily with her 2,2 million followers).
What pushed you to a career as a model?
Modelling has always been in the family. My mother was a model, my sister as well and now my brother too. I knew that maybe one day I would be brought to this world, although my first passion has always been horse riding. It was like an obsession. I started at the age of two and always wanted to become a professional. But unfortunately some health issues forced me to quit. I started modelling after school and at the same time put my name down for a photography course at the Parsons School in New York.
Just like the other TAG Heuer ambassadors, the #DontCrackUnderPressure slogan suits you very well. You are an extremely active woman…how do you manage to disconnect and let go?
I recently started to meditate. When I feel the need to stop, I play meditation music on a loop. This enables me to channel my spirit and my energy. As I am constantly thinking of a million things, this helps me to live in the present moment.
Do you have a particular message that you would like to communicate?
Trust yourself! Up until recently, I simply didn’t trust myself and this is something that I really had to work on…and am still working on. The most important thing is to learn to love yourself, but of course also to love…boys! Men, women, cats and dogs. Actually everybody!
How do you see yourself in 5 to 10 years?
I will of course still be working hard. I love working! But I also hope I will have a nice house and why not a family. I just want to be happy!
What was your first watch?
I couldn’t tell you the exact model…but I remember that I was always stealing my Dad’s watch, much too big for me. Believe it or not, it happened to be a TAG Heuer!