Cartier is one of the few houses where style and substance converge to create instant classics. Witness the success of the Cartier ‘Pasha de Cartier’ watch which debuted in 1985, and instantly made collectors and watch enthusiasts trip over themselves to acquire it. At the time, it was a study in contradictions: a sturdy, steel watch that managed to straddle the worlds of elegant luxury and practical functionality. It’s an extroverted piece for an accomplished person-on-the-go, a message personified by Cartier’s new campaign for ‘Pasha de Cartier’ starring luminaries in their respective fields like Rami Malek, Willow Smith, and Maisie Williams.
Williams first stole our hearts as the “Needle” wielding Arya Stark in HBO’s hit series Game of Thrones, and has gone on to become a Gen Z favorite for her passionate activism and her unique outlook on life. In casting Williams as the star of its new ‘Pasha de Cartier’ campaign, the luxury watchmaker and jewelry house has placed itself squarely in front a new generation of consumers, urging them to discover the pleasures of legacy craftsmanship and heritage investments.
In examining this marriage of celebrity personality and brand, we see the wit of the union. Williams is a young woman who forges her own path, while retaining a sincere appreciation for hard work and ethics. Cartier is a brand built on the foundation of hard work, an ethos exemplified by the sturdy frame of the ‘Pasha de Cartier’ watch, which now features versatile strap options in steel, gold, and leather so you can customize the look to your heart’s content. A new, refined silhouette, and a sapphire crystal case that reveals the watch’s movement from the back, removes the veil of mystery between innovative craft and function.
In the exclusive video above, Savoir Flair readers are treated to a first look at the new Cartier ‘Pasha de Cartier’ campaign, starring Maisie Williams. You can explore the full ‘Pasha de Cartier’ universe at www.Cartier.ae.