Willow Smith and Jackson Wang are just some of the beautiful faces fronting the campaign for the luxury brand’s iconic watch.
Ah, September 4th. A day where we can celebrate not only the birthday of Beyoncé, but also launch Cartier’s most grandiose watch yet!
Since its creation in the 1980s, the famed jeweller’s Pasha Watch has embodied a certain idea of success that’s wholly evident in its lavishly extroverted design and beauty. The new Pasha retains this uniqueness, reimagined in tune with new generations of creators, who owe their success to not only their differences but also their creativity and wide-ranging talents.
The likes of acting powerhouses (Maisie Williams and Rami Malek) and musical geniuses (Willow Smith, Jackson Wang and Troye Sivan) have all claimed the statement-making piece of arm candy their own, joining forces to front the suave and seductive ad campaign for our viewing pleasure.
“Cartier is a pioneering house, in constant creative exploration and strongly committed to coming up with innovative campaigns as well as collections that appeal to our diverse audiences,” said Marketing and Communication Director, Arnaud Carrez, of the launch. “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.”
With revered fashion photographer Craig McDean taking the visual helm, Cartier takes a bold stand on enshrining this cult classic in the present day, and will have us pining after the Maison’s magnificent creation for a lifetime.