Celebration is at the heart of Cartier’s values, especially when it comes to celebrating the spirit of sharing and togetherness. The Holy Month of Ramadan has come to highlight that spirit, and with that the French high jewelry maison, once again, brings us happiness with a new film.
Entitled “A New Dawn”, the campaign was filmed in Saudi Arabia’s AlUla, where civilizations from across the world merge to bring the spirit of the house more alive than ever. Cartier’s most iconic international cities come together in this movie, highlighting AlUla’s cultural, artistic, technical and linguistic ingenuity, as well as the house’s longstanding relationship with the region that dates back to 1912.
Depicting Cartier’s history, this film is a magical conversation spanning 150 years – taking us on a journey to the past, bringing us to the present and flying us to the future through a series of influential aesthetics that have shaped the creative identity of the house. The Panthère begins her journey in the Parisian Place Vendome – where Louis Cartier opened his first boutique in 1899. Then begins the journey through Cartier’s magical places, taking us from London to New York, the Middle East and India, and highlighting the universal joy that Ramadan spreads across the world.
During this unprecedented time, the Maison and its iconic Panthère send us messages of solidarity and hope. In quest for a new Dawn and a better future, Cartier pledges to donate to the Emirates Red Crescent’s “The Homeland of Humanity” fund to support the region’s fight against COVID-19 in true Ramadan spirit.