Cara Delevingne is the new face of Tag Heuer.

The 22-year-old supermodel was unveiled as the luxury watch brand's new ambassador today (23.01.15) in a bid to attract younger customers to the label, reports WWD.

The company - which has revived its old slogan 'Don't Crack Under Pressure' for the new campaign - has undergone a shake up since Jean-Claude Biver was announced its new chief executive officer in December and has released two ads featuring paparazzi shots of the blonde beauty.

The first shows a dressed-down Cara showing off her trademark lion tattoo on her index finger, while the other features the blonde beauty turning heads on the red carpet.

Biver said of his decision to star Cara in the Swiss brand's campaign: ''We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today's youth. Tag Heuer has set its sights on 'It-ness,' and Cara is just the person to help us get there.''

Cara has previously starred in campaigns for Burberry, Mulberry and DKNY and was recently unveiled as the new face of Yves Saint Laurent Beauté.

She is also making a name for herself in the movie industry and is set to star in the upcoming 17th century-set drama 'Tulip Fever' alongside Jack O'Connell and Christoph Waltz.