Bella Hadid has been named as a brand ambassador for TAG Heuer from today.
The 21-year old supermodel and entrepreneur was listed as the fifth highest earning model in 2016 by Forbes magazine at $9 million thanks to her looks, famous friends (including sister Gigi) and over 10.6 million Instagram followers.
Ms Hadid was the face of Maybelline and Tommy Hilfiger last year.
TAG Heuer says Ms Hadid “speaks the language of the Millennials, the generation with whom the Swiss watch brand is currently reconnecting”.
At an event alongside New York Fashion Week, TAG Heuer CEO Jean-Claude Biver said: “I am delighted to welcome Bella into the family of TAG Heuer ambassadors. 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 TAG Heuer family has a real team spirit. We need someone like Bella to help us capture the bold and confident spirit of young people today. Thank you for joining us, Bella, welcome to the team.”
In a message to her Instagram followers last night, Ms Hadid was on message: “I don’t stop, I don’t crumble and I certainly #DontCrackUnderPressure! Thank you Tag for the warm welcome to the family and making me the new face of @tagheuer.”
The message had 178,500 likes by 9am, UK time, today.