It's perfectly timed to the 2020 launch of its new and improved Pasha collection. Today, Cartier announces Pasha de Cartier Community, a gathering of five unique individuals, each of whom personifies the core values of this iconic timepiece.
First up, we have actor Rami Malek. Perpetually drawn to complex and captivating roles that don’t conform to Hollywood’s traditional standards, thus reflecting the watch’s nonconformist spirit.
“I gravitate to roles that are inspiring and progressive. It’s my hope that some of these choices contribute to moving the industry forward,” says the Bohemian Rhapsody star. Clearly, that’s what makes him an ideal ambassador for the Pasha.
Next, singer, rapper and dancer Jackson Wang is known for his desire to unite and connect young people. Just as the modern Pasha was designed to be an extroverted and unisex watch.
Encouraging young people to be themselves, Wang asserts, “There's no final destination in life… Just trust yourself and write your own history.”
Game of Thrones star Maisie Williams and her involvement in numerous collaborative projects epitomise the watch’s unusual yet powerful design. She believes in the value of teamwork and exchange, and to them she attributes her artistic achievements.
Finally, we have Troye Sivan and Willow Smith, two artists who are constantly pushing forward with their unique brand of creativity.
Smith never allows herself to be pigeon-holed. All areas of artistic expression interest and inspire her. “You always have to bite off more than you can chew to evolve as a person and especially as an artist,” says Smith.
Always at one with his music, Sivan trusts in expressing his personality without compromise. “Who I am is very closely linked to what I make,” he shares. “I’m just saying exactly what I want to say and exactly how I want to say it. It’s a little terrifying but also really exhilarating.”
By embracing rather than fighting the idea of being a square peg in a round hole, these guys resonate with the Pasha, which features a square literally inside a circle.
Says Arnaud Carrez, international marketing and communications director of Cartier International, “The Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity.”
An Icon Reborn
Created in 1985, the Pasha de Cartier was an instant cult favourite. Its name pays homage to Pasha El Glaoui of Marrakesh and you could always recognise it thanks to the unique screw-down crown cover. Watch connoisseurs also remember it fondly as one of the earliest water resistant timepieces.
To this, Carrez adds, “The Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic nonconformism. It is as edgy as ever and in tune with today's new generation of creators.”
Available in 35mm and 41mm models, Pasha de Cartier launches in Singapore this September.
Related stories: The many shapes and styles of Cartier
Related stories: 6 things that make a Cartier watch a Cartier watch
Related stories: Jake Gyllenhaal fronts Santos de Cartier
Related stories: Cartier's latest jewellery collection is not just for ladies