To unveil its newly reconfigured Pasha de Cartier watch, the storied luxury brand has turned to, among others, American-Egyptian actor Rami Malek.
A year after winning the Best Actor Oscar for portraying Freddie Mercury in the film Bohemian Rhapsody, Malek arrived at February's Academy Awards sporting a vintage 1993 yellow gold Pasha timepiece, proving he was already a fan.
So, to launch the updated timepiece, the label chose Malek as one of the new brand ambassadors, along with Chinese singer Jackson Wang, singers Willow Smith and Troye Sivan, and Game of Thrones actress Maisie Williams.
In the black and white image, lensed by New York photographer Craig McDean, the quintet lounge elegantly in an all-white, circular set, looking every inch like a fashion campaign.
With the focus on the people, rather than the timepieces, the shot conveys a sense of nonchalant cool. On the accompanying social media post, Cartier spoke of the watch being made "for those who view the world in a broader way".
Originally designed in 1985 by Gerald Genta, the watch is part of the brand's Pasha collection, which dates back to the 1930s and was originally created for the Pasha of Morocco.
With its distinctive round case, and square inner chapter ring (demarcating the minutes), the Pasha sports a screw-down crown, and Art Deco-inspired Arab numerals at the 12, 3, 6 and 9 positions.
The newly reconfigured Pasha has unmistakable blue hands, is water resistant to 100 metres, and comes with a 40-hour power reserve. Available in either steel or gold, it comes in two sizes of 35 millimetres and 41mm, the larger of which also includes a date window cleverly set at an angle at the corner of the inner square. The timepiece will be available with either a strap or bracelet.
“Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic nonconformism,” explains Arnaud Carrez, international marketing and communications director of Cartier International.
“It is as edgy as ever and in tune with today’s new generation of creators. These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity.”
Set to hit the market in September, the watch will be priced from $5,700 (Dh20,933) to $38,500 (Dh141,391), and will also be available set with diamonds, and as a skeleton.
This campaign is not Malek's first time fronting for a high-end brand, either. The Mr Robot actor was the face of Saint Laurent's spring / summer 2020 collection.
He also previously fronted Dior Homme’s Spring 2017 campaign, alongside rapper A$AP Rocky and model Ernest Klimko.