To mark New York Fashion Week, TAG Heuer and Bella Hadid chose Equinox Bond Street – an iconic new location in the luxury lifestyle brand’s health club portfolio – to announce their collaboration.

Manhattan, New York, 13 February 2017 – Does Bella Hadid really need any introduction? Last year was a banner year for the young American top model who, from tomorrow, will be the new female face of luxury Swiss watch brand TAG Heuer.

Voted "Model of the Year" in December 2016, this fashion icon had the fastest growing fan-base of followers on social media networks in 2016; now a rising star in the world of fashion, she is handling the demands of her extraordinary lifestyle and stratospheric fame with poise and maturity. She knows exactly what she wants, what she likes, and what she wants to achieve.

At the tender age of 20, beautiful Bella has chosen to work with TAG Heuer; this is not just an opportunity for the luxury Swiss watch brand to welcome a fresh, young face, but also for the model to collaborate on projects which relate directly to one of her favourite hobbies: photography.

With 10 million followers on social media, she has learnt how to express herself through images, sometimes light and subtle, sometimes profound and mysterious, but always with a clear artistic sense which is deeply personal. She speaks the language of the Millennials, the generation with whom the Swiss watch brand is currently reconnecting, driven by its CEO Jean-Claude Biver, also Chairman of the Watch Division of LVMH Group.

At the event, 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!”

Cass Bird added: “Bella is one of my all time favorite 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!”

The venue for the event – Equinox Bond Street, the trendsetting fitness club used during New York Fashion Week – was also a fine choice: the pretty blue-eyed brunette confidently showed off her perfect body, right at home in the gym! TAG Heuer’s #DontCrackUnderPressure tagline fits her perfectly.