May 07, 2018


An indomitable model, Cara Delevingne is the face of the new TAG Heuer campaign. Facing a lion, she dares to take risks and revives the “Don’t Crack Under Pressure” motto.

TAG Heuer is highly honored to unveil its new advertising campaign, featuring the sublime Cara Delevingne. A piercing look, sure of herself, the It-girl confronts a lion, her favorite animal. An intense performance made possible by the collaboration between David Yarrow, a photographer known for his portraits of wild animals, and Kevin Richardson, nicknamed "The Lion Whisperer", who has a sanctuary for wild animals in the heart of the South African savannah.

Thanks to David's artistic talent and Kevin's knowledge of animals, Cara Delevingne managed to cope with the splendor of the king of animals.

As a symbol of courage, strength and power, the lion is both Cara's zodiac sign and her animal totem. Tattooed on her index, this emblem inspires her, guiding her in her choices while allowing her to face the risks.

"We cannot let the pressure crush us. It must be used as a fuel to push us forward and to face one’s fears and anxieties.” explains Cara Delevingne.

The English model is a source of inspiration for thousands of young women, and a wonderful ambassador for TAG Heuer ladies' watches. The Don’t Crack Under Pressure campaign takes on a new dimension with Cara Delevingne, embodying contemporary youth as impertinent as it is audacious.

Unveiled at an exclusive event at New York’s Flagship TAG Heuer Boutique on May 17th, the new campaign shot in South Africa by the illustrious fine art photographer, David Yarrow, was presented in the presence of Cara Delevingne. The visit of the boutique was then followed by a cocktail reception on the terrace of the famed Hotel Peninsula in New York. A billboard in Times Square also displays the new Don’t Crack Under Pressure shot to everyone, at the "Crossroads of the World".


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