Like me, you may have just read the title of this piece and wondered why. Like me, you may have had to Google “Tag Heuer” before saying out loud, “I guess it’s an expensive watch company.” And like me, you may have decided to commit yourself to caring about Tag Heuer because Bella Hadid is their new brand ambassador.
According to WWD, the move is the brand’s attempt to lure millennials in (isn’t that always the way), especially since cell phones have replaced watches as a means of keeping time. Now, Tag Heuer is hoping their watches will be seen as a must-have fashion accessory.
“I just wear watches, because it’s easy to be able to look at my wrist,” Hadid said on Monday night. “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.”
It is absolutely bananas to me that we’re trying to advertise watches aka small clocks, but okay!
In addition to having signed Bella, Tag Heuer has recently recruited Cara Delevingne, Martin Garrix and Alec Monopoly, whose campaigns have been pushed digitally.
It’s been a big week of Hadid, particularly in the wake of her Teen Vogue cover story which saw her open up about her breakup with The Weeknd.
“It was my first breakup . . . and so public,” she said. “As an outsider, you might think I handled it so well, but it’s always in your heart, and you always feel it very heavily. It’ll be hard for a while. Love hurts, but you have to pull through.”
“I’ll always respect him and I’ll always love him,” she continued. “Sometimes you want to be sad about it or handle it differently, but at the end of the day, you never want to burn a bridge that you’ve fought so hard to build.”
Bella Hadid is wise and also she is 20 and I know she’s obviously reading this so let me say that for the record, she is handling life a million times better than I did at her age, when I wept in a Rona Home and Garden staircase because I didn’t know what career I wanted to have or why the gay man I was in love with (who worked in another department) wouldn’t go out with me.
But hey! Watches!