The legend goes that Cartier‘s Pasha watch was originally conceived after the Pasha of Marrakech asked the storied brand to make a watch that could be worn in his swimming pool and, never ones to shirk from a challenge, Cartier created a timepiece that could not only take a dive but would look incredible while doing so. Whether this particular myth is true or not, make your own mind up, however there’s no doubting the Pasha’s place as a mainstay of Cartier’s luxury line-up.
Fast forward to today, and Cartier has revealed their latest Pasha iteration via a multimedia campaign shot by Craig McDean and fronted by five global talents: Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang. “The Pasha watch has embodied a certain idea of success that is evident in its extroverted design, and graphic singularity” says Cartier, offering a direct link to the names chosen for its accompanying campaign: all singular in their vision and damn successful at it.
“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,” says 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.”
Appearing on billboards in capitals of the world from today, Cartier is also unveiling a series of films that reveal an insight into the creativity and lifestyle of the Pasha’s five new ambassadors – available to watch here.
The new Cartier Pasha watch is available now in 35mm and 41mm, in steel, gold, diamond-set and skeleton movement versions.
Jackson Wang for Cartier / photographed by Craig McDean