Cartier has chosen a surprisingly novel young quintet of faces to be brand ambassadors for its latest Pasha watch. Rami Malek, the star of Bohemian Rhapsody, joined singer-songwriter Willow Smith in the latest campaign for Cartier, shot by noted photographer Craig McDean.
Also included in the eclectic group of five: Maisie Williams, who played the gutsy role of Arya Stark in Game of Thrones; actor and YouTuber Troye Sivan and Hong Kong rapper and dancer Jackson Wang.
New York-based McDean captures them ensemble in black and white, before a background that mimics the Pasha’s distinctive square lettering within a round shape.
The Pasha de Cartier watch launches tomorrow in China, and on July 1 and September 4 worldwide.
“Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic non-conformism. 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,” notes Arnaud Carrez, Cartier’s International Marketing and Communications Director.
Available in 35 mm and 41 mm in steel, gold, vibrant diamond-set and skeleton movement versions, the latest Pasha incorporates several new updates, such as the QuickSwitch quick strap release system and its SmartLink quick bracelet sizing systems.
Its launch marks the careful yet timely revamping of core products at Cartier, arguably the most famous jeweler on the planet.