Once an icon of the 1980s, Cartier’s Panthère de Cartier disappeared from the brand’s core collection in the early 2000s before making a return this year amidst great fanfare. Following last month’s star studded launch party in Los Angeles, the Maison also just released a new Panthère de Cartier online campaign that is directed by Oscar-winning writer and Oscar-nominated producer and director Sofia Coppola.
“When Cartier told me that they wanted to make a film for the relaunch of the Panthère de Cartier watch, I first thought: Who is a Panthère woman? What would her environment be? I love the Panthère watch, so I was happy to make a film which captured the chic and the glamour of what it says to me,” says the 46-year-old, who is part of Cartier’s exclusive entourage of “friends”.
Coppola’s interpretation of the Panthère woman is one that embodies elegance, glamour, sex appeal and fun. “I think she is a European woman who travels, so we set the story in that way,” she says. Starring Australian actress and model Courtney Eaton as the protagonist, the video was shot in Los Angeles at a few locations such as Union Station, Georgio’s night club and the Fox Residence.
The new Panthère de Cartier is currently available in a small (22mm) or medium (27mm) size and powered by a quartz movement, just as it had been in the past. They are offered in two-tone steel and yellow gold variants, steel, white, yellow or rose gold, and are available with or without diamonds.