EXCLUSIVE: Cartier Creates Campaign About the House’s Past and Present

PARIS — Cartier has launched a new campaign in the form of a series of films on various elements of its background, including its links with Russia, with Britain, the role of the panther, its ties with the East and its legendary creative director Jeanne Toussaint. They will go live on the label’s social media channels today on Twitter and Instagram and on Air France flights. “It seemed to us to be essential, given our current transformation to show what makes our richness, singularity and uniqueness, in terms of style as well as influence,” said Arnaud Carrez, head of international marketing and communication of Cartier International. “This is what drove us to produce these films,” he said. He recalled the brand’s campaign called “The Odyssey of a Style,” launched in 2013, featuring signature collections like Love, Santos and Tank, which he billed as groundbreaking for focusing on the style of the brand, rather than its commercial offer. “The house has an absolutely unique heritage but is not nostalgic about its past — it’s a house that continues to move forward,” he added. High-end watch and jewelry brands are struggling to find their footing as consumption swings to digital channels, disrupting the traditional client relationships that were

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