Cartier to Launch Pasha Watch With Celebrity Ambassadors

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Cartier is taking luxury in the era of COVID-19 to a new level with the launch of the newest generation of the Pasha de Cartier watch. To accompany the timepiece, the jeweler has also introduced its newest brand ambassadors, featuring a group of top-of-their-field artists that includes Rami Malek, Willow Smith, Troye Sivan, Maisie Williams, and Jackson Wang.

Since its debut in 1985, the Pasha de Cartier has been a mainstay for the luxury house as a go-to piece for a diverse and international clientele that refuses to conform to one set of style rules. The new iteration of the timepiece will be available in 35 millimeters and 41 millimeters, and will come in classic steel and gold. Features will also include a sophisticated skeleton movement and glamorous diamond-set version.

To fête the upcoming generation, Cartier’s five brand ambassadors star in a blockbuster watch launch for the label, a movie, and five short films where the stars discuss creativity and success. According to International Marketing and Communications Director of Cartier International Arnaud Carrez, the new ambassadors fit seamlessly into the goal of the Pasha de Cartier, which has “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.”

For Smith, nonconformity in an industry as competitive as Hollywood comes naturally. “You always have to bite off more than you can chew to evolve as a person and especially as an artist, and prove to yourself that you can do this and that you can expand,” the 19-year-old singer said.

Sivan, a singer-songwriter and actor known for unapologetically expressing his personality through music and videos, echoed Smith’s sentiment. “Who I am is very closely linked to what I make,” he said. “I’m just saying exactly what I want to say and exactly how I want to say it. It’s a little terrifying but also really exhilarating. I’m really pushing myself to explore the edges of my creative pursuits.”

The watch is slated to launch in China on July 1, and worldwide on September 4.


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