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RACY TRACK: Danica Patrick seems as comfortable in an Indy racing suit as a swimsuit these days, given the photo shoots she’s doing for publications such as Sports Illustrated, Shape and, now, Tissot. The Swiss watch brand had Patrick posing in a Norma Kamali swimsuit in the rooftop pool of Soho House in New York City for its new campaign for the Tissot Touch Collection. The campaign will break in the September issue of GQ and run in a future issue of Details. “She is the most googled female athlete and she is really a woman in a man’s world,” said Sharon Buntain, president of Tissot U.S. “She is the face of this collection because she really appeals to both men and women.” She declined to say whether the media buy will be up or down versus last year.

Patrick was as involved as any model would be on the shoot, hiking up her dress to show more leg for photographer James White and creating new poses on the spot. “I love fashion and this is fun for me,” Patrick told WWD. “I like getting done up and showing a different side.” The 27-year-old is also on Twitter and her page is sponsored by Tissot, although Buntain said the brand has no influence over what Patrick writes day to day. “It’s a great way to show my personality, unfiltered and on my terms,” Patrick said. She now has nearly 29,000 followers.

— Amy Wicks