The 20-year-old appeared at an event for the brand at a New York City Equinox gym with the company’s CEO Jean Claude Biver. At the event, Hadid was dressed in an outfit typical of her bare-it all style. She wore a Nike black sports bra and black leggings, but instead of completing the look with sneakers, she wore a pair of black stilettos.

Bella maintains her trim figure with boxing. On the surface, it seems the workout has nothing to do with the product being sold, but its marketing tagline, ‘#DontCrackUnderPressure’ is possibly suggesting that the watch is quality and can withstand anything.

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 connecting.

The Swiss brand has been the avant-garde of Swiss watchmaking since 1860. TAG Heuer has been striving since then to push the boundaries further, inventing timepieces for those who love to defy convention. This technical expertise was harnessed at a very early stage for achieving extreme accuracy, particularly in the creation of exceptional chronographs.