Bella Hadid cements status as model of the moment with Tag Heuer tie-up

Bella Hadid is the new 'female face' of Swiss watch brand Tag Heuer. Courtesy of Tag Heuer

There is little doubt that Bella Hadid is the supermodel of the moment. It has just been revealed that she is the new “female face” of Swiss watch brand Tag Heuer, an announcement that comes just days after she was named the brand ambassador for Bulgari’s autumn/winter 2017 accessories range.

With 10 million followers on social media, the 20-year-old American model will allow Tag Heuer to speak to a younger, more internet-savvy demographic – a segment of the market that it is particularly keen to reconnect with.

"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," said Jean-Claude Biver, chief executive of Tag Heuer and chairman of the watch division of the LVMH group.

Hadid features in the brand’s latest advertising campaign, which was shot by American photographer Cass Bird. “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,” Bird said of the model.