Cameron Dias brand ambassador for Tag Heuer

TAG Heuer's newest brand ambassador Cameron Diaz appeared before delighted international press on the Rhine river banks the night before the opening of BaselWorld. Welcomed on stage by thunderous applause, she proudly displayed the new Link Lady.

TAG Heuer Brand Ambassador Cameron Diaz wearing 2 Link Lady Variants

"I am thrilled to be here in Switzerland to be a part of the launch of the Link Lady" said Cameron Diaz. "Throughout my career, I have been very selective about aligning myself with brands.

I love the fact that TAG Heuer challenges the rules and thinks outside the box and I'm happy to be associated with such an iconic and forward-thinking brand".

Cameron now joins the highly exclusive circle of TAG Heuer Ambassadors: alongside Maria Sharapova, she will champion timepieces dedicated to women, whilst Leonardo DiCaprio, who needs no further introduction, with Formula 1 World Champions Lewis Hamilton and Jenson Button, Chen Dao Ming in China and Shah Rukh Khan in India, will support the models for men. Worthy heirs of Steve McQueen, they all have the ability to defy the rules and defy conventions, to fight for a cause and challenge their own values and assumptions; free-minded and rebellious to the very core, they give time new look, a new allure.

On her wrist the totally feminine Link Lady, the newest and most elegant of the TAG Heuer range. "I have been a fan of the TAG Heuer brand for many years. When they showed me the design for the Link Lady, I thought it was the perfect evolution of timeless watchmaking and iconic designs, all reinterpreted with glamour and elegance for a modern woman," she said. Diaz's partnership with TAG Heuer will also serve to benefit and raise awareness for programmes that empower women, including UN Women. "I am deeply appreciative that TAG Heuer shares my desire to support women who are not free to pursue even the most basic goals, simply because of their gender. And announcing our partnership on the eve of International Women's Day makes it even more significant," said Diaz.