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Cartier - Cartier and the panthère spirit

Cartier Cartier and the panthère spirit

For its latest film, the brand brings together a community of unique personalities connected by the panthère spirit.

Cartier has entrusted the production of its latest Panthère campaign to the German videographer Jonas Lindstroem, famous for his film Truth or Dare. Cartier’s film unites fearless and unique personalities, who are drawn to the most dangerous creature in the Cartier menagerie for her powers of seduction and desire for power. Untamed and indomitable, the Panthère de Cartier is charged with a magnetism that reveals one's own strength of character. Panthers know their kind; it is a tribe united by instinct and independence.

Chang Chen, Annabelle Wallis, Ella Balinska and Mariacarla Boscono feature in the international cast of this film which has been shot all over the world. Wherever they may be, they recognise each other, beguiled by the same animal distinction whose wild, magnetic look is a sign of freedom. The panther accompanies them everywhere with her feline shadow like a copy of themselves. Frees spirits, the artists interpreting the Panthère de Cartier are the modern-day heirs to a prestigious line of the panther’s devotees, including its creator Jeanne Toussaint, The Duchess of Windsor, Maria Felix and Daisy Fellowes. A community that embodies the Cartier emblem: an object of desire and fascination that has been a creative signature for Cartier since her first sighting in 1914.


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Characterised by audacity and inventiveness, Cartier’s watchmaking history reflects a unique state of mind: “jeweller of kings and king of jewellers”. Its renown is bound up in the tradition of excellence to which it is heir. Cartier was a forerunner in the use of platinum in jewellery and one of the pioneers of watchmaking.

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