A New Dawn by Cartier Panthère at Al Ula
Celebrating the spirit of sharing and togetherness, Cartier pays homage to its longstanding relationship with the region that goes back to 1912 with a Panthère film at Al Ula dedicated to the month of Ramadan entitled “A New Dawn”.
Filmed in Saudi Arabia, the movie unites the Maison’s most iconic international cities around the world and welcomes them in Al Ula, a crossroad of civilizations. Not only has Al Ula been a center of cultural, artistic, technical and linguistic influences and ingenuity, but also a pilgrimage route linking Levant and Egypt with the cities of Makkah and Madinah.
Throughout Cartier’s history, a series of influential aesthetic encounters have shaped the Maison’s creative design and punctuated its stylistic development. This year is no different, as the production fosters a magical conversation spanning 150 years – transporting us to the past, savoring the present and looking ahead to the future of the Maison. Cartier’s history, style, heritage and iconic creations are showcased in the film, through reflections on the beautiful mirrored walls of Maraya, a stunning centerpiece in the heart of Al Ula.
The film chronicles the essence of Cartier, as the Panthère begins her journey in Place Vendôme in Paris, home to the Maison’s first temple opened by Louis Cartier in 1899. The audience is then transported to magical places from which Cartier draws its inspiration – London, New York, the Middle East and India, highlighting that Ramadan is not just a regional occasion, but also a universal one.
With “A New Dawn” by Cartier, The campaign narrates the Maison’s history through a mesmerizing parade of enchanted places and events. The Panthère reminds us that humanity’s challenges and hopes must once more reunite and follow her footsteps in search for A New Dawn and a better future.
More than ever today, Cartier wants to send a message of solidarity and unity during this unprecedented time. The Maison pledges to donate to the Emirates Red Crescent’s ‘The Homeland of Humanity’ fund to assist the region’s most vulnerable people.
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“As a Maison, we feel strongly about expressing our gratitude to the people of the region; and what a better time to do so than the month of giving, the holy month of Ramadan.
More than ever, Cartier remains committed to supporting the less fortunate, those affected and the people caring for them during this difficult and unprecedented time.
We truly look forward to celebrating the month of Ramadan with a spirit sharing and togetherness, which are dear to Cartier’s heart.”
says Christophe Massoni – The Chief Executive Officer of Cartier in the Middle East, India and Africa.
For more information, please visit cartier.com
With royal warrants ranging from Thailand to Russia and much of Europe, it is no surprise that King Edward VII of England famously referred to Cartier as the ‘jeweller of kings and the king of jewellers’.
Founded in Paris in 1847 by Louis-Francois Cartier, the firm came to dominate international jewellery design in the early 20th century under the auspices of his three enterprising sons: Louis Cartier in Paris, Pierre Cartier in New York and Jacques Cartier in London.
With a roster of visionary designers such as Charles Jacqueau and Pierre Lemarchand, and charismatic creative director Jeanne Toussaint, Cartier’s designs articulated a wide range of influences into highly original and elegant jewels that defined their eras.
Their ‘Tutti Frutti’ pieces brought carved emeralds, rubies and sapphires adapted from Indian jewels together in riotous combination from the mid 1920s, while their opulent ‘big cat’ jewels draped themselves across such legendary collectors as Barbara Hutton and the Duchess of Windsor, and became the house’s most beloved mascots.
Cartier continues to inspire collectors worldwide with such design classics such as ‘Juste un Clou’ and ‘LOVE’ bracelets, as well as the versatile ‘Tank’ range of watches, and their supremely imaginative high jewellery collections.