Celebrating rebels with a cause

Actress Cameron Diaz's new role is not starring in a Hollywood blockbuster - it is being the "ambassador" for Tag Heuer's new Link Lady collection. Diaz joins tennis player Maria Sharapova and golfer Suzann Pettersen as one of the three female "ambassadors" for Tag Heuer.
"We were looking for a lady who is world famous for her style, but at the same time fits the brand image," says Jean-Christophe Babin, CEO of Tag Heuer. "We found in Cameron Diaz the right balance of sophistication, style, inner strength and determination."
Babin thinks Diaz's versatility - the actress is equally at home in quirky indie films such as The Last Supper and romantic comedies such as There's Something about Mary - mirrors that of the Link Lady. "Link Lady is a very dressy product, yet if you wear it with
T-shirt and jeans it will be just as fashionable, whereas Diaz can be an elegant actress on the red carpet and the next morning you can find her surfing in San Diego," Babin says.
A tribute to beautiful women with a rebellious streak, the Link Lady line features a quartz movement and is available in two sizes, 29mm and 34.5mm. The round cases are reminiscent of river stones while the periphery of the dial has a light concentric guilloche. Water-resistant up to 100 metres, the watches display the date at 6 o'clock and have the "Link" lettering printed on the dial.
Women who don the Diamond Star watch from the Link Lady collection, which boasts 192 diamonds and is in 18ct 5N rose gold, won't go unnoticed. The version, with Link Lady Watch (29mm) and 1 Row Diamond Bezel Diamond Dial, features the polished stainless steel fixed bezel with 47 top Wesselton diamonds. Its dial is embellished with 11 top Wesselton diamond indexes.
Whether it is the Link Lady line or the new Carrera watches for men, Babin thinks innovation is what defines Tag Heuer and pushes the brand forward. "Edouard Heuer, the founder of Tag Heuer, was a rebel," Babin says.

"He was working for a watchmaker and he felt his creativity was stifled. So, in 1860, at the age of 20, he resigned and founded his own workshop, which is now Tag Heuer. Since the brand's inception, the driving force for Tag Heuer has been innovation. Innovation is in our blood and is passed down from generation to generation - Jack Heuer, the president of the company, designed a timepiece himself to celebrate his 80th birthday this year."
The Carrera Calibre 17 Jack Heuer 80th Birthday Limited Edition 41mm features counters at 3 and 9 o'clock, echoing the original Carrera, which was also designed by Jack Heuer. He named the watch Carrera in homage to the Carrera Pan Americana, a 3,360km race that spanned five days in the 1950s. The new chronograph sports a sun-ray grey dial with the Tag Heuer logo and a dash of red. The back of the watch is adorned with Jack Heuer's signature and the Heuer family coat of arms, which dates back to the 15th century. For Jack Heuer, the coat of arms represents the company's entrepreneurship.
The Carrera Calibre 1887 Chronograph Rose Gold 41mm and the Carrera Calibre 1887 Chronograph 43mm both house the Calibre 1887. It has three counters - running second counter at 9 o'clock, chronograph hour at 6 o'clock and chronograph minute at 12 o'clock. The dial features the protruded and polished rose gold Tag Heuer logo and Carrera lettering and a date window at 6 o'clock.
Tag Heuer is eager to rise to the top of the Chinese watch market and Babin thinks that having Chen Daoming as the Chinese "ambassador" of the Carrera line will help. "Chen is a renowned actor in China, he is a household name, so the choice of him as our ambassador inspires national pride in the Chinese consumers," he says.
Babin admits there is some catching up to do since Tag Heuer broke into the China market later than many peers. "We plan to invest massively, but intelligently in China. We will open 15 more boutiques in China, so we will have 30 boutiques there by the end of the year."

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