Luxury Swiss watchmaker TAG HEUER has tapped fashion model Cara Delevingne as its new feminine ambassador.

The surprise choice of Delevingne as Tag Heuer’s new brand ambassador breaks with its recent tradition of working with celebrities from the film and sports worlds, such as Leonardo DiCaprio, Cameron Diaz, Lewis Hamilton, Cristiano Ronaldo and Maria Sharapova.

Tag Heuer, which recently revived its tag line “Don’t Crack Under Pressure,” is targeting a younger customer with Delevingne, who comes with a huge media profile and social media presence.

For the campaign, TAG Heuer went with photos of the model you may have already seen: The first is her at The Great Gatsby premiere during Cannes in 2013, the other is an image of Cara making one of her signature goofy faces, showing off the lion tattoo on her index finger.

“We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth,” said Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide.