American Marketer


Tag Heuer, Cara Delevingne team for Cecil-inspired fundraising effort

August 10, 2015

Cara Delevingne for Tag Heuer Cara Delevingne for Tag Heuer


Swiss watchmaker Tag Heuer’s ambassadress Cara Delevingne has used her personal timepiece from the brand for a cause dear to her heart, donating it to a conservationist organization studying wild lions in Africa.

The model, a Leo and a passionate supporter of lions, was moved to action following the death of Cecil, raising more than $14,000 via an eBay auction of her watch for the Wildlife Conservation Research Unit. Showing its support for its representative, Tag Heuer matched the winning bid for a combined $28,900 donation.

Model citizen
Ms. Delevingne has been pictured wearing the special edition Tag Heuer Carrera timepiece created in honor of her on a number of occasions. The style, being released in September, features the model’s signature on the inside of the strap in rose gold.

Swiss watchmaker Tag Heuer looked to reach the “online generation” by choosing Cara Delevingne as its latest ambassadress. Of the selection, announced in January, Tag Heuer explained that the model and the brand share core values by being herself, since she “pushes past conventions and limits with creativity and passion.”

To make the announcement, Tag Heuer held an event at the Ecole des Beaux Arts de Paris. As part of the show, Ms. Delevingne sauntered in line with a lion and carried around a lion cub, an homage to her Zodiac sign of Leo, as well as a tattoo on her finger (see story).

Tag Heuer Cara Delevingne Insta

Instagram post from Cara Delevingne

Now Ms. Delevingne’s love of lions is presenting itself in this fundraising effort in partnership with the brand. The money raised will go to WildCRU, whose work aims to protect lions from poachers by tracking them via satellites and training the next generation of conservationists.

Supporting ambassadors' projects and passions helps to make the connection more genuine.

LVMH-owned Tag Heuer put Henrik Lundqvist in goal as its brand ambassador due to the National Hockey League goaltender’s exemplification of performance and precision.

Furthering the relationship, Tag Heuer is participating in Mr. Lundqvist’s off-ice charity initiatives, including his “Mask Project” that has been in the works for more than a year. The Mask Project brings together celebrities such as Michael J. Fox, Mario Batali and the New York City Fire Department to help Mr. Lundqvist design his face masks (see story).