We're only mid-way through February and Bella Hadid is already having a pretty stellar year. She's walked in back-to-back shows at NYFW, including leading the powerful finale at Prabal Gurung and closing the Oscar de la Renta show, and the 20-year-old has just been named as the new face of luxury watch brand Tag Heuer.
The announcement was made yesterday at New York's Equinox gym, where Hadid showed off her runway-ready body in her sports kit, keeping in theme with her campaign shots for the brand. According to WWD, the model addressed the crowd telling them: “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. My dad 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."
Ahead of the official announcement, Tag Heuer had teased a video on Instagram where Hadid admitted to spending "1500 hours in six-inch heels and changing 34 times in less than 10 seconds during fashion shows" last year, adding "I don't crack under pressure" in reference to the brand's tag line.
Naming Hadid as the face was a clear marketing strategy from the brand who is aiming to lure in a new millennial fan base. Time will tell (#sorrynotsorry) if it pays off.