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Cartier kicks of 2021 with global advertising campaign highlighting its iconic designs

Retailers will be delighted to see that Richemont appears to be diverting some of the investment that usually goes into SIHH (now Watches and Wonders Geneva) towards above the line advertising.

Watches and Wonders Geneva will take place only as a digital event this year.

With an immediate pivot into traditional advertising, Cartier is kicking off 2021 in demand-generation mode with an international marketing campaign devoted to highlighting the iconic designs of watch and jewellery collections including Santos, Tank, Trinity, Love, Juste Un Clou, Panthère and Ballon Bleu.

A series of product and close-up images illustrate Cartier’s quest for the perfect form, “based on the purity of the line, the accuracy of the shape, the precision of proportions and the precious details,” the company says.

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Arnaud Carrez.

“Cartier is a pioneering house, in constant creative exploration. This campaign demonstrates the Maison’s ability to create cult designs that stand the test of time, objects that are at once immediately recognisable and bear witness to the past,” says Arnaud Carrez, Cartier’s international marketing and communication director.

“The simplicity and strength of these images allow us to celebrate a unique collection of cult design creations that have earned a place in the history of jewellery and watchmaking, and in the hearts of our customers,” he adds.

Cartier’s campaign launches today across international press and the company’s own digital platforms.