Hubert Burda Media

Cartier celebrates the launch of Drive de Cartier at Pitti Uomo in Florence

A star-studded crowd gathered at the Palazzo Gondi to mark the release of Cartier's latest timepiece.

Christopher Lee, Sean Lee-Davies and Chris Edwards

Cartier's decision to launch its latest men's timepiece, Drive de Cartier, during men's fair Pitti Uomo in Florence this week was definitely a smart move. While established men's fashion weeks like Milan and Paris, and up-and-coming ones like London, are losing their luster with brand after brand switching to low-key presentations or opting to show their men's and women's collections together during the women's season, Pitti Uomo is cementing its status as menswear's foremost destination for media and buyers. From shows by Raf Simons and cult label Gosha Rubchinskiy to events hosted by Gucci and designer Karl Lagerfeld, it was one of the buzziest seasons for the previously dormant fair.

The Drive de Cartier

Cartier hosted a dinner with a group of accomplished artists, designers, entertainers and stylish gents chosen by the maison as ambassadors for the watch, which was discreetly unveiled at SIHH in Geneva last January. Accomplished men such as Hong Kong-based filmmaker Sean Lee Davies, Venezuelan actor Edgar Ramirez and Mexican film director Jonas Curaon attended the party, held at the 15th-century Palazzo Gondi.

The event was a celebration of the men's universe of Cartier, a house that may be known for its magnificent jewels sought after by ladies around the world, but that is certain to attract a great deal of new male acolytes with this elegant object of desire.