For the launch of the new Pasha watch, Cartier brings together a community of unique personalities
Debuting in 1985, the Pasha de Cartier from French luxury company Cartier has gained quite a cult following in the following years and decades. It was an extroverted watch which steps outside of the box of classic watchmaking to an area where nothing is off-limits. In short, its striking design challenges the predominance of round shapes in watchmaking, and amplifies its presence, originality and singularity.
This year, the maison takes its part in celebrating diversity with the launch of the Pasha de Cartier watch campaign, featuring Cartier’s latest brand ambassadors. These include five personalities with different backgrounds, including Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang. Lensed by New York-based photographer Craig McDean, the five stars are seen in a studio posing around a circular installation meant to mirror the Pasha timepiece.
“Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic non-conformism. It’s as edgy as ever and in tune with today’s new generation of creators. These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity,” explained Arnaud Carrez, International Marketing and Communications Director of Cartier International, in closing.
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