The Swiss luxury watch brand Tag Heuer announced Cameron Diaz as the newest brand ambassador at a press conference on the Rhine river banks. The event was held a night before the opening of Baselworld, a trade show which is considered to be the most important display of the international watch and jewellery industry organised in Basel, Switzerland, according to the press release.
Diaz, who is the face of the brand’s new collection Link Lady, says, “Throughout my career I have been very selective about aligning myself with brands. I love the fact that Tag Heuer challenges the rules and thinks outside the box.” The actor has joined the league of other Tag Heuer ambassadors: tennis player Maria Sharapova, actor Leonardo DiCaprio, Formula 1 world champions Lewis Hamilton and Jenson Button, actor Chen Daoming and actor Shahrukh Khan.
Tag Heuer’s brand image is very Steve McQueen-like; someone who has the ability to defy rules and to fight for a cause and challenge their own values and assumptions in the process. Therefore, with Diaz’s versatile body of work and her own rebellious attitude, the partnership seemed a logical move. “I have been a fan of this brand since many years. When they showed me the design for the Link Lady, I thought it was the perfect evolution of timeless watch making and iconic designs, all reinterpreted with glamour and elegance for a modern woman,” the actor said at the press statement.
The design, Diaz would be endorsing, is a bracelet watch inspired by the link bracelets and has S-shaped links. The dials come in several colours and the edges of the dials feature a light undulating concentric guilloche. As Diaz pointed out, Link Lady is more of a jewellery item than a watch.
Published in The Express Tribune, June 8th, 2012.