Pasha de Cartier - ITW w/Ambassadors

For the Launch of Its New Pasha Watch, Cartier Unveils a New Campaign Highlighting a Community of Unique Personalities Who Are Changing the Codes of Success by Forging Exceptional and Diverse Paths of Creativity

September 24, 2020:  Cartier is launching a multimedia campaign fronted by 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. 

Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success that is evident in its extroverted design, and graphic singularity. As edgy as ever, the new Pasha remains unique, yet in tune with new generations of creators, who owe their success to their differences, creativity, and multidisciplinary talents. 

Cartier’s new campaign recalls the unique ability of these creators to transcend preconceived ideas and forge new, exceptional paths towards achievement. The Maison entrusted the articulation of this vision to New York fashion photographer Craig Mc Dean, with images centered around the new Pasha ambassadors Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang. 

“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.”

Beginning on September 4, the campaign will feature billboards in capitals of the world, as well as print advertising in major newspapers and fashion and lifestyle magazines. Furthermore, Cartier is unveiling 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.