While we struggle to come to terms with the truth that we may never fulfill our resolutions for 2017, Bella Hadid seems to be on a roll. Not only is she one of the most recognisable faces in the modelling world; she is also building up an impressive portfolio at such a tender age. Apart from being the spokesperson of Bulgari, the beauty will also be the female face of TAG Heuer. The announcement was made earlier this week during New York Fashion Week, an event at which Hadid walked the runway for several designers.

This new role will have her work alongside the Swiss watchmaker in a unique way. Apart from being a fresh, youthful face that will grace billboards and ads while wearing the luxurious timepieces from the brand, Hadid will also be able to nurture her hobby of photography. Thanks to her huge following of Millennials on social media, the brand is planning on collaborating with the model to reach out to a generation that it is trying to reconnect with. Other personalities who have been or still are a part of the TAG Heuer family of international ambassadors include Cara Delevingne, Christiano Ronaldo and the late Muhammad Ali.

Though her influence on its target audience is one reason why TAG Heuer has selected Hadid as its new face, the brand also stated that her ability to handle the demands of her lifestyle makes her a perfect role model. “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 Millenials 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” said Jean-Claude Biver, CEO and Chairman of the Watch Division of LVMH Group. He added, “ 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.”