IN VIDEO: Cartier’s Shape Your Time campaign

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Cartier has premiered a distinctly masculine short film illustrating its watch designs through comparisons with cinematic genres.

Cartier’s Shape Your Time was created by Bruno Aveillan, the filmmaker behind Cartier’s 2012 L’Odyssée de Cartier which has been viewed by 160million people around the world.

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The campaign, which links the past, present and future through Cartier’s watchmaking, was launched on Sunday night at the Watches & Wonders show, in Hong Kong, and will be broadcast around the world via digital television and cinema.

The 90-second film concludes with a new generation gaining appreciation for traditional watchmaking as a father explains the watches they see in a shop window.

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