Cara Delevingne x TAG Heuer “Don’t Crack Under Pressure” campaign: Behind The Scenes

Cara Delevingne modelling for TAG Heuer’s “Don’t Crack Under Pressure” campaign with images captured by famed wildlife photographer David Yarrow. On her right index finger is a lion head tattoo. There is also a snake tattoo on her left hand. Under her right and left breasts are the words: “Don’t Worry, Be Happy”. Photo: © TAG Heuer / David Yarrow.

Fashion model and actress Cara Delevingne (born 1992) is one “face” behind TAG Heuer’s “Don’t Crack Under Pressure” campaign. In the series of advertisements, she is pictured with a menacing lion with its fangs out behind her while not forgetting the TAG Heuer wristwatch on her right hand.

Was there a real lion behind her during the photoshoot?

The answer is “Yes!” and it was a wild lion. The photoshoot took place at the Dinokeng Game Reserve in South Africa and it was assisted by Kevin Richardson, also known as the “Lion Whisperer”.

TAG Heuer’s “Don’t Crack Under Pressure” campaign featuring Cara Delevingne who was photographed by David Yarrow. Photo: © TAG Heuer / David Yarrow.

Richardson reveals in the video that the area they are in has a big family of 30 lions, 18 spotted hyenas and four leopards.

The images were shot by famed wildlife photographer David Yarrow.

How were such images created? Well, it is best to view this behind the scenes video to find out:

Source: Kendelia Videos on YouTube.

The use of a lion is appropriate as Delevingne has a lion head tattoo on her right index finger. Why? The “King of the beasts” is also Delevingne’s zodiac sign, the Leo.

“Animals are part of our deepest connections to our planet,” says Delevingne. “Lions, to me, symbolise bravery. They also have this kind of amazing mystery.”

The amazing images of Cara Delevingne with the menacing lion behind her was shot by David Yarrow. Photo: © TAG Heuer.

On her left hand a snake extends out to her middle finger. The lion and snake are just some of the tattoos on her Delevingne’s body. There are also tattoos of an elephant and a white dove not to mention the smiley face tattoo on her toe. Below her right and left breasts are the words: “Don’t worry Be Happy”.

Safety was extremely important especially when dealing with wild animals. The lion was “managed” by Kevin Richardson during the photoshoot. Photo: © TAG Heuer.

Delevinge was the 2012 British Fashion Awards “Model of the Year”. Among other things, Delevingne has acted in the 2016 movie Suicide Squad. She played Dr June Moone, the archaelogist who is possessed by a witch – the Enchantress.

As for the “Don’t Crack Under Pressure” tagline, here is what Delevingne has to say: “Pressure doesn’t have to be a bad thing. You can’t let pressure crush you; you have to use it as a fuel.”

Change of Guard at Baume & Mercier

Geoffret Lefebvre, current deputy chief executive officer at Jaeger-LeCoultre, will become Baume & Mercier CEO on 1 June 2018. Photo: © Baume & Mercier.

On 1 June 2018, Geoffrey Lefebvre, currently deputy chief executive officer of Jaeger-LeCoultre, will take over the helm as CEO of Baume & Mercier. Both the Jaeger-LeCoultre and Baume & Mercier watch brands are part of the Richemont Group of companies.

Also on 1 June 2018, current Baume & Mercier CEO Alain Zimmermann will be the Specialist Watchmakers E-distribution Strategic Project Director at Richemont.

Lefebvre was formerly from McKinsey & Company where he spent ten years in strategy, operations and technology consulting before joining Richemont in 2011. His first appointment at Richemont was organisation director.

Thereafter, he was appointed Richemont Group industry director, followed by his role as chief operations officer at Vacheron Constantin and to his current appointment at Jaeger-LeCoultre.

Alain Zimmermann, current Baume & Mercier CEO, will become Specialist Watchmakers E-distribution Strategic Project Director at Richemont effective 1 June 2018. Photo: © Baume & Mercier.

Zimmermann is no stranger to the Richemont Group. He joined Richemont in around 1995 and held various positions at Cartier and IWC. He was once the chief marketing officer at IWC.

He left Richemont to become marketing communications director at Julius Baër. After three years, he rejoined Richemont in 2009, having been appointed chief executive officer of Baume & Mercier.

He has helmed Baume & Mercier over the past nine years and was responsible for the launch of the brand’s Baumatic Manufacture movement.