Tuesday 14th February

| BY Finn Blythe

TAG Heuer Announces Bella Hadid Partnership

NEW YORK, NY - FEBRUARY 13: (L-R) Bella Hadid, CEO of TAG Heuer Jean-Claude Biver, and Leona Lewis pose during A Fresh New Face For TAG Heuer at Equinox Bond Street on February 13, 2017 in New York City.  (Photo by Bennett Raglin/Getty Images for TAG Heuer)

It’s that time of year again. For those of you in a relationship at least, time to hastily book that table reservation, get the card, write the card…you know the drill. For the rest of us, like me, it’s just another day, another 24 hours in the calendar. Speaking of time (see what we did there), Bella Hadid has just been announced as the new female face of luxury Swiss watch brand TAG Heuer, following last nights unveiling at the Equinox Bond Street health club in NY. Fresh from the New York runway, a watch partnership is certainly not a bad idea for a woman with the schedule of Bella Hadid. TAG Heuer have made no secret of their eagerness to tap into the minds of millenials, and having been voted ‘Model of the Year 2016’, Bella Hadid represents the perfect in. With the fastest growing fan base of followers on social media last year, the 20 year old has quickly developed into one of the biggest names in fashion, and the perfect way through which the brand can re-connect with a younger demographic. Speaking at the event, TAG Heuer CEO Jean-Claude Biver said, “Having Bella on the team enables me to reconnect TAG Heuer with the Millennials and young generations, and also with the brand’s avant-garde spirit, the spirit which drives us to do things differently, to innovate and to dare.” The new campaign was shot by American photographer Cass Bird, who added,“Bella is one of my all time favourite women! Beautiful and completely present; one of my dream subjects and a total muse for me. She makes everyone feel welcome on set. Hands down one of the best in the industry!” Safe to say, I think she’s a fan.