Raha Moharrak’s story is one of firsts. Not only was the 31-year-old the first Saudi women to conquer Mount Everest, she has now been named as the first woman from her country to be a brand ambassador for TAG Heuer.
Moharrak has officially joined the Swiss watch brand’s community of friends and ambassadors, which includes the likes of Bella Hadid and Cristiano Ronaldo. Moharrak, who made history as the first Saudi woman to conquer the world’s seven highest summits, including Kilimanjaro and Everest, was thrilled at joining TAG Heuer. “I honestly couldn’t believe it. On top of being a fan of TAG Heuer, there are so many amazing individuals and achievers they could have picked, but they chose me,” she told Vogue Arabia. “I’m honored to be part of such an extraordinary brand family.”
With her new role, Moharrak aims to spread positivity and hope to young girls across the region. “A story is only as powerful as the hearts and minds it reaches, and being an Arab female ambassador for TAG Heuer is a powerful way of breaking the stereotype,” she reveals. When asked what she hopes to achieve next, she says: “My hope is, if I have daughters one day, that they are born into a time where there are no firsts. There are no records, because we’ve done them all. There’s no such thing as the first Arab, first Muslim, first woman, to do this or that.”
The groundbreaking athlete was unveiled as a “friend of the brand” at a glamorous reception in Dubai’s Grosvenor House Hotel, where the luxury Swiss watchmaker showcased its Fall 2017 collection. In the spirit of her initiation, TAG Heuer screened a two-minute movie featuring Moharrak in Zermatt, Switzerland (which you can watch above.)
This isn’t Moharrak’s first foray into the world of fashion. She has previously starred in Burberry’s exclusive Middle East Art of the Trench campaign. We have no doubts that we’ll be seeing a lot more of the Saudi athlete. Perhaps even looking down from the top of a giant TAG Heuer billboard on Sheikh Zayed road.