Cartier first launched its Pasha de Cartier watch in 1985, and owning one quickly became a symbol of success. The brand is now relaunching the watch with an ad campaign meant to appeal to a new generation of achievers — people who value creativity, diversity, and openness — with a cast of big names who embody what success means in 2020.
Cartier has never been known as a brand with celebrity-heavy ad campaigns, but to promote the relaunched watch, it has teamed up with five ambassadors: actors Rami Malek and Maisie Williams, and musicians Willow Smith, Troye Sivan, and Jackson Wang. They star in a campaign shot by Craig McDean. Prominently featured, the watch looks true to the original with subtle modern updates to the bracelet strap.
“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,” said Arnaud Carrez, marketing and communication director at Cartier International, in a statement. “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.”
See more images from the campaign below, and check out the watch here.