The campaign, which the executive described as “unexpected,” was shot in New York in January.
PARIS — Setting the bar for luxury in a coronavirus era, Cartier has called on a diverse cast of assured stars for this year’s blockbuster watch launch for the label — the new Pasha edition — that kicks off in China.
The campaign, which the executive described as “unexpected,” had been planned well in advance, and the film was shot in New York in January. Asked about the youthful age range of the campaign figures — most are in their twenties, though Smith is 19 and Malek is 39 — Carrez pointed to the house’s history of catering to a “multigenerational” audience.
China was already the main source of growth for luxury brands before the coronavirus struck, but the crisis has reinforced the country’s importance to the sector. One of the earlier markets to emerge from lockdowns, China’s digitally savvy consumers are serving as a crucial testing ground for important new launches. And with international tourism on pause, famously high-spending Chinese travelers are now restricted to making purchases on their home turf.
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