Maison Cartier has unveiled its latest Pasha Watch Campaign featuring five extraordinary talents, Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang. The campaign, to be disseminated across the world, marks the celebration of the launch of the new Pasha watch, a cult watch marked by its distinctive codes and extraordinary design.
The campaign which was shot by New York fashion photographer Craig Mc Dean, is all set to hit billboards in capitals of the world, starting today, as well as print advertising in major newspapers and fashion and lifestyle magazines. Furthermore, Cartier will also unveil a movie featuring these 5 exceptional talents who reveal a glimpse into their world inhabited by creativity, assertiveness and versatility, as well as 5 short movies, each dedicated to one of the talents.
Viewers will be able to see and explore the movies through the Maison’s website www.cartier.com as well as social media platforms (YouTube, Instagram, Facebook, Twitter, LinkedIn, and Line).
“We are thrilled to unveil this campaign and introduce these extraordinary talents to our diverse audiences around the world. Cartier is a pioneering house, in constant creative exploration and strongly committed to come up with innovative campaigns as well as collections that appeal to our diverse audiences.” declares Arnaud Carrez, Marketing and Communication Director at Cartier International. “The diffusion of this campaign enables us to share our values of universality and openness. The contribution of our new Pasha ambassadors is a way for our Maison to celebrate this creative dialogue born more than 170 years ago.”
It was in the 1930s when Thami El Glaoui, the Pasha of Marrakech commissioned Louis Cartier to create a timepiece that could keep up with his active lifestyle. Louis Cartier accepted the Sultan’s request and months later presented the Pasha with a solid gold watch (defined by its chained crown and a protective grid on the face) that was not only water resistant enough for daily swims but also elegant enough for royal duties.
In the year 1985, the renowned watch designer Gérald Genta was asked to design a modern luxury sports watch for the maison. Taking inspiration from the same timepiece designed for the Pasha of Marrakech, the Cartier Pasha watch was born in the same year.
Read our review of the new Pasha de Cartier Collection here