To honor the launch of its new Pasha watch, Cartier decided to bring together a community of unique personalities who are changing the codes of success by forging exceptional, new and diverse paths of creativity. With ambassadors including Troye Sivan, Rami Malek, Willow Smith, Maisie Williams and Jackson Wang, the new campaign weaves the authentic journeys of these five accomplished talents into a cohesive narrative, captured by New York fashion photographer Craig McDean.

“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. It is as edgy as ever and in tune with today’s new generation of creators,” said Arnaud Carrez, International Marketing and Communications Director of Cartier International. “These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity.”

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With its distinctive codes and extraordinary design, the Pasha watch has always been for those who take a wider view of the world. This breadth of vision has now been shared by a new generation of talents who have cultivated their own uniqueness: Maisie Williams, the English actress involved in various collaborative projects, actor Rami Malek who is drawn to complex and captivating roles that don’t conform to Hollywood’s traditional standards and personalities like Troye Sivan or Willow Smith who rely on courage to assert themselves and have faith in their creativity and versatility. 

With his positive ambition and conception of life, Troye Sivan has become a natural ambassador for the brand and its new Pasha de Cartier watch. A versatile singer, actor, model and director has this organic ease and flair and a body of work in phase with the person he is: “Who I am is very closely linked to what I make. 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. I’m really pushing myself to explore the edges of my creative pursuits.”

Activist, fashion icon and performer Willow Smith is not shy about using different creative mediums to express herself and serve her achievements. The starlet has this open-mindedness that echoes the progressive and diverse creation of the Pasha de Cartier community: “You always have to bite off more than you can chew to evolve as a person and especially as an artist, and prove to yourself that you can do this and that you can expand.”

A source of inspiration for an entire generation, Chinese rapper/singer/dancer Jackson Wang draws his energy from a need to encourage young people to be themselves. “There’s no final destination in life, but every step towards your goal, every chapter in your history, is a big time for me. Just trust yourself and write your own history.”

Pasha de Cartier will be available in 35 mm and 41 mm in steel, gold, vibrant diamond-set and skeleton movement versions. The watch is set for the initial launch in China on July 1, eventually hitting the markets worldwide on September 4.