Bella Hadid is the new brand ambassador for Tag Heuer.
The 20-year-old model already has plenty of accomplishments under her belt, including recently being tapped to front Bulgari fall 17 campaign. Now she has signed a deal to be the face of watch company Tag Heuer in a bid by the brand to attract a younger audience.
It seems the right fit for Bella, who insists watches are more an accessory and fashion statement than just a gadget to tell the time.
“I just wear watches, because it’s easy to be able to look at my wrist. I think, today, it’s beautiful to have a watch - it’s always a classy thing,” she smiled to WWD. “My dad (Mohamed Hadid) has always been a lover of watches my whole life. It’s a beauty item, for a classic look. You could look at your phone, but I think it’s easier to have a watch.”
LVMH Moet Hennessy Louis Vuitton watch division president and Tag Heuer chief executive officer, Jean-Claude Biver, explained that the company has devised a “fully integrated strategy” to lure in millennials, which includes a competitive price point. To ensure the watches are luxurious but accessible, standing out from more expensive counterparts under the LVMH umbrella, the cost comes in at just under $1000 .
“Some of our (watch divisions) are inaccessible luxury - like Hublot. Tag has to be in the accessible luxury category - a $990 watch is an expensive watch, but somehow still affordable if you save some money or if you got it from parents for a graduation,” he noted.
“We are building up, which means we are trying to talk to people who cannot buy our watches right now. In other words, it’s like an investment. If we are talking to people born in 1980, we could get an immediate return because many of these people can buy our watches, while millennials that are 14, 15, 16 years old can dream about our watches.”