Cover Story: TAG Heuer

“Even with a roaring lion behind her, Carla Delevingne doesn’t crack under pressure.”


Why the icon of the Millennials embodies the spirit of TAG Heuer’s Carrera Lady.

Who other than TAG Heuer could bring together the king of animals with the queen of social media, immortalized by the prince of animal photographers, David Yarrow ? Between the urban ambassador and the lord of the jungle, there is no question of supremacy ; neither tames the other, while both respect each other. And not just because the actress and fashion model was born under the Leo star sign. The noble animal is indeed tattooed on her forefinger, because it symbolizes strength and courage. “It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion ! I’m extremely grateful to have been able to work with TAG Heuer on this new campaign.” The spectacular visual result is also due to the talent of world-renowned wildlife photographer, whose ability to grasp the fleeting and supreme beauty of living creatures without any tricks, such as here in South Africa, is rightly lauded by the TAG Heuer management. In the middle of the savannah, beauty and the beast are seen lined up in a unique way through his lens. “When I photograph an animal, the first thing I do is look into its eyes”, explained David. “If they are not piercing, then it’s very difficult to capture the animal’s soul. And Cara has a truly piercing gaze ! I therefore knew right away that the look would be at the very heart of this project !” The muse of the venerable yet avant-garde brand thus sends a powerful and youthful breeze blowing through the flagship Carrera collection, which has remained successful since 1964. What’s more, the TAG Heuer “Don’t Crack Under Pressure” slogan could almost have been invented with her in mind.


TAG Heuer Carrera Lady



While many women adopt the Carrera’s men’s chronograph version, which is loyal to the original but with a contemporary twist, many others are looking forward to a new model that is a better fit on the wrist. The new 36mm-diameter stainless steel watch is also intended to be more feminine, especially since it is accompanied by a selection of modern decorations that accentuate its personality. Its crown, the bezel framing the dials and the lugs connecting it to the strap feature a different look depending on whether the lucky owner prefers it in polished stainless steel, pink gold or black PVD-treated steel for the “Full Black” version. The dial also adapts to the tastes of dynamic young women by appearing in sunburst blue or black, punctuated by hour-markers that are rhodium-treated, pink gold-plated or enhanced with Super-LumiNova® depending on the versions. The refined facetted hands reflect a concern for detail. The strap, which is an especially important element for women, comes in a range of shades and materials running from black alligator leather to blue rubber or chestnut brown full grain calfskin. Finally, a key factor for younger generations lies in the quality/price ratio of this asset-packed watch, which starts at CHF1,450 and is thus within reach even for those who don’t have millions of social media followers. It’s high time to wear a TAG Heuer Carrera Lady. Can’t decide which ? Our editorial team has prepared a video showing various models, available in an abridged version on our Instagram account, and in full on the YouTube channel of our partner WorldTempus the authoritative luxury digital influencer dedicated to fine watchmaking.



Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.

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