When Rami Malek was spotted in a Cartier watch at the red carpet premiere of Dolittle earlier this year, it was perhaps a hint for what was to come for the French luxury watchmaker.
The Pasha de Cartier, originally made in 1985, has been completely redesigned and updated to reveal a distinctively sporty, elegant look.
And as part of the watch’s relaunch, Cartier, who is typically shy from using celebrities in its advertising, has brought together a star studded community lineup as ambassadors for the relaunch, and that includes singer Jackson Wang, Game of Thrones star Maisie Williams, performers Willow Smith and Troye Sivan, and Academy Award winner Rami Malek, captured by photographer Craig McDean for the campaign.
Hinting at what’s to come in the coming months, Cartier came up with a short teaser featuring their new talents, who were chosen to illustrate the unique versatility and modernity of the Pasha de Cartier, paving “five authentic journeys” in their respective fields.
“These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity,” shared Arnaud Carrez, International Marketing and Communications Director of Cartier International.
The black and white campaign video feature all five stars in a studio posing around a circle installation, and Instagram posts of the group, with one featuring close-ups of the watch.
Originally created in 1985 by Gerald Genta, who also created other luxury sports watches such as the Patek Philippe Nautilus, and based off a previous model released in 1935, the Pasha watch is known for its bold, graphic details, with features such as its round case, with a square inner chapter ring on the dial, bold Arabic numerals at 12, 3, 6 and 9, and screw-down crown.
This year, watch-lovers can look foward to new updates in the latest Pasha style such as contemporary design updates and a skeletonized version.
“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 nonconformism. It is 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," says Arnaud Carrez.
The Pasha de Cartier watch launches in China on 1st July and 4th September around the world. Available in 35 mm and 41 mm in steel, gold, vibrant diamond-set and skeleton movement versions.