In celebration of the launch of the new Pasha de Cartier watches, the Maison brings together 5 unique and accomplished personalities as the new faces of the campaign.
35 years ago, the iconic Pasha de Cartier was born.
It bears a name that pays tribute to Pasha El Glaoui of Marrakesh, a loyal customer of Louis Carter who was known for his love for fine watches. The Pasha de Cartier is distinguished by its “anti-conformist” design, made possible by the renowned Gérald Genta. The watch features Art Deco-stylised four Arabic numerals, four Clous de Paris, a cabochon-capped protector on the crown, and of course – fitting a square within the circular dial.
Fast forward to today, the Pasha de Cartier is reimagined, with new models that feature design elements of the original, but with added details and updated embellishments.
What’s new for 2020
The 2020 edition now features a blue sapphire-topped fluted crown cover, which can be unscrewed to reveal a winding crown set with a blue sapphire or blue spinel underneath. The spot beneath the crown cover can be used by buyers to engrave their initials for a subtle and personalized touch.
Depending on the mood or event, the Pasha de Cartier watch now comes in steel, gold, or leather straps that can changed with a single push using the QuickSwitch system. Wearer can also easily change the sizing of the bracelets without the use of any tools thanks to Cartier’s SmartLink system.
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Turn the new Pasha de Cartier around, and the wearer is able to gaze at the Automatic Calibre 1847 MC that’s visible through the transparent case back. The heartbeat of the watch is designed at the Cartier Manufacture in La Chaux-de-Fonds, which offers a power reserve of 40 hours, magnetic resistance, and water resistance up to 100 metres.
The watch comes in two sizes – 41mm and 35mm. Both are offered in steel and gold (yellow gold for the 41mm and pink gold for the 35mm). We will also see more opulent models, such as vibrant diamond-set and skeleton movement versions.
A new generation
Cartier celebrates the launch of the new Pasha watch by bringing together five fresh and unique talents, who each have cultivated their own uniqueness just like the Pasha de Cartier. English actress Maisie Williams is known for being involved in various collaborative projects, while actor Rami Malek is a chameleon in the world of acting – taking on complex and captivating roles that don’t conform to the traditional standards of Hollywood. Then there are artists such as Jackson Wang, Troye Sivan and Willow Smith, who are paving the way for a new, united generation of unconventional, barrier-breaking creatives.
“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 nonconformism. It is 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,” said Arnaud Carrez, International Marketing and Communications Director of Cartier International.
Discover the new Pasha de Cartier and enter the campaign by visiting the Cartier official website.
Photos: Cartier
