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It was 1917 when Louis Cartier ushered in a brand new period of timepieces, one which noticed the standard spherical watch face remodeled to comply with the identical straight line; the case, lugs and bracelet grew to become one. Upon launch it was named ‘The Tank’ and has seen only a handful of redesigns in its century-long existence. The final iteration, the Cartier Tank Française, was launched 25 years in the past.
Made well-known by the likes of Michelle Obama; Giselle Bündchen, Robin Wright and naturally Princess Diana (a watch which might later be handed right down to Meghan Markle) the Tank Française will see a relaunch this month as it’s as soon as once more thrust into the limelight. Combining a way of nice classism and trendy attract via refined design evolution, it feels becoming {that a} movie be created in honour of the relaunch, out January 19.
Cartier commissioned British filmmaker Man Ritchie, who’s greatest recognized for his ensemble solid movies, to seize this cultured tribute to the passing of time. Paris takes centre stage, supported by a world solid of robust personalities: Rami Malek, an Oscar profitable actor, and Catherine Deneuve, the French legend of cinema and elegance.
It’s a narrative of likelihood, destiny, and the karmic hyperlinks that appear to exist between sure individuals. Rami Malek is on one facet, whereas Catherine Deneuve is on the opposite. They playfully meet as they cross the Pont Alexandre III, throughout totally different eras, making a second of complicity. Two characters, two continents and two generations all linked by the identical love of cinema and French tradition – all whereas heroing the legendary Cartier timepiece.
“This movie is an expression of Cartier’s imaginative and prescient of watchmaking and the timelessness of its creations. It’s a journey via time, the place previous and current merge, within the picture of the Tank Française, a real icon of the previous and current. It additionally represents the assembly between French fashion, symbolised by the Tank and Catherine Deneuve, with the avant-garde, free and legendary cinema that Rami Malek so brilliantly conveys,” says Arnaud Carrez, Senior Vice President & Chief Advertising and marketing Officer.
The up to date Tank Française includes a extra rounded brancard, satin end, sunray watch dial, versatile chain and a brand new massive mannequin. “For me, there are two phrases that really encapsulate this watch: magnificence and ease,” Malek provides. “The continued appreciation for this watch throughout generations is proof of its timelessness and the perfection of its iconic design.”
Uncover the marketing campaign, here.
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