Model and internationally-renowned American actress Cameron Diaz, who made a mark on the silver screen with films like The Mask, There’s Something About Mary, My Best Friend’s Wedding, Being John Malkovich and Vanilla Sky, has taken on a stellar new role in real life – that of TAG Heuer’s ambassador and muse for the new Link Lady collection. This is a collection that is dedicated to beautiful and rebellious women worldwide.

Diaz has always done the unusual, with a touch of flamboyance. Right from her debut in 1994, where she shone in a lead role opposite Jim Carrey in The Mask and became an overnight star, she made bold choices and switched gears to do small independent films like The Last Supper, Feeling Minnesota, and Head Above Water. Her silver screen success has been one that defied the norms as she took on small independent ensemble films and big blockbusters alike, achieving critical acclaim and box office success around the world. Her role as the unrecognisable Lotte Schwarz in Being John Malkovich was a creative gamble that paid off.

Beautiful rebel, Diaz steps into the world of time with her association with Swiss luxury brand TAG Heuer. The actor answers questions about her new partnership with the watchmaker and the Link Lady timepieces....

What made you decide to become a TAG Heuer ambassador?
I have been a fan of TAG Heuer for many years. When they showed me the design for the Link Lady, I thought it was the perfect evolution of timeless watch-making and iconic designs, all reinterpreted with glamour and elegance for a modern woman.

It is rare for you to enter an endorsement agreement of this kind. How did you choose TAG Heuer?
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 honoured to be associated with such an iconic and forward-thinking brand.

What do you look for in a timepiece?
A watch says a lot about the person who wears it. I think the Link Lady is for the confident, elegant, modern woman who sees her watch as a piece of her favourite jewellery.

Luxury you cannot live without?
The luxury of time. When I am not working, I love the feeling of not rushing around.

Watches are sometimes more masculine. What makes the Link Lady more feminine to you? Why does it appeal to women?
The Link Lady is more than just a smaller version of a man’s watch. It is true to the TAG Heuer line, but distinctly feminine at the same time. There are as many variations on the women’s watches as there are types of women. I consider mine one of my favourite pieces of jewellery, much more than just a timepiece. My Link Lady is at home on the red carpet as it is in my day-to-day life.

This collection of watches is completely new for TAG Heuer. How does it feel to be a part of the launch?
It is exciting to me to be a part of TAG’s continuing evolution from a very masculine image to embracing the concept of more feminine, glamorous timepieces. The Link Lady captures the spirit of the modern woman – much like the traditional TAG designs embody the adventurous man.

How do you decide on what accessories to wear?
Less is definitely more for me. I feel that accessories should complement what you are wearing and not overpower the outfit. That is what I love about the Link Lady, it is elegant and understated.

As you know, Leonardo DiCaprio’s partnership with TAG Heuer is raising funds for environmental organisations. Now your endorsement is supporting UN Women. What do you think about TAG Heuer’s social responsibility?
I appreciate TAG Heuer’s social responsibility and it was an important factor in my decision to align myself with them for this campaign. It is very important that companies and individuals strive to make our world a better place and I’m happy to be involved with a company that understands that.

What is your life philosophy?
Always be grateful.

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