Yesterday, as we were heading into New York for the big reveal last night of TAG Heuer’s new brand ambassador — 2016 Model of the Year, Bella Hadid — we brought you a teaser video about her 1,500 hours in six-inch heels and her 34 wardrobe changes in fewer than 10 seconds. However, last night in an exclusive interview with Bella Hadid — TAG Heuer’s newest female face for the brand’s “Don’t Crack Under Pressure” campaign — she shared her thoughts on time, watches and her need to disconnect.
The well-poised 20 year old who has walked the runways for some of the finest Houses in the world, gave credit to her parents and family upbringing. “My parents always taught me to be confident, to be kind, respectful and to always act with integrity,” says Hadid, noting that she wished could could “hang out” every day with her sister and brother. Her sister is also a top-paid model and made the Forbes Highest-Paid Models list last year. “My family taught me to be strong and to be powerful. I believe that everything happens for a reason and no matter what it is that happens, you will get through it.”
Hadid, who signed on last year as the brand ambassador for Dior Makeup (a sister brand to TAG Heuer, as Dior is part of the LVMH Group), said she was very happy when TAG Heuer approached her to become a brand ambassador. “I have always thought that watches are very classic. When you wear one it is classy and beautiful. I also think their ‘Don’t Crack Under Pressure’ message is incredible; it is about being strong and this is who I am.”
The new TAG Heuer ads with Bella, shot by American photographer Cass Bird, offer a personal side to the Super Model. Her social media following of 10 million and growing should be pleased with the end result. Additionally, it brings a new millennial customer to the brand.
With 10 million followers, however, one wonders when this highly successful young model gets any time to herself. We asked the question and she surprised us with the answer. “I think it is very important to be in the moment and to do this I put my phone down. On a weekend, I find the best way to be in the moment is to disconnect. Everyone is so busy looking at their phones that they don’t look up at the sky, they don’t talk to the person next to them or around them. But that is most important, connecting with other people and appreciating what is beautiful in the world. This is how to appreciate life around us. You have to disconnect for your soul.”
Appearing with Hadid, naturally, was TAG Heuer CEO, Jean-Claude Biver, who said it was his 16-year-old son asked him to work with Bella and Biver said he listened. “We need to listen to the young people today because if we don’t listen, we will get old. We must listen, understand and learn from them, and then we can connect to the future.This is what we are doing with Bella, learning, and dreaming, thinking of the future.”