Cartier, a maison synonymous with style and femininity, has given carte blanche to Sofia Coppola to direct the film for the Panthère de Cartier collection.
Sofia recently won the award for Best Director at the 2017 Cannes Film Festival for her latest film The Beguiled, a remake of the 1971 Clint Eastwood film of the same name. She is the second woman in the festival’s 71-year history to take the prize.
When Cartier told Sofia that they wanted to make a film for the relaunch of the Panthère de Cartier watch, she first thought: “Who is a Panthère woman? What would her environment be?” Then she continued: “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.”
From the beginning, Sofia has stood out as an icon of style, taste and contemporary elegance. As a precise writer and a determined filmmaker whose work transcends trends, she gives sensitive expression to what femininity is today.
In her movies, the leading characters are mostly women. The female perspective is an element particularly relevant to Sofia: a point of view she conveys so aptly on screen. With an abundance of talent and a distinctive artistic vision, she truly knows how to reinvent the past with a contemporary touch.
Her vision of the 1980s and of what it means to be a Panthère woman is the perfect match for this collection, which originally was born in 1983.
“I’ve always loved Cartier, the archives, the history and the design, which is unique. I am a fan,” Sofia admitted.
“When the Panthère watch came out in 1983 there were so many great movies, and I love the stars of that time,” Sofia said. “I remember the glamorous kind of women who wore a Panthère watch. It was just a stylish time to remember and to propose a modern interpretation of it.”
In Sofia’s vision, The Panthère woman is elegant, sophisticated, chic and glamorous, but still sexy and fun.
The commercial, which will be shown in theatres and on social media in 30- and 60-second versions, stars the Australian actress Courtney Eaton from Mad Max: Fury Road and also Brooklyn and Amanda Sudano, daughters of the famous disco queen Donna Summers.
It was shot in some great locations in Los Angeles, namely Union Station downtown, Georgio’s night club, a hotel in Hollywood and the Fox Residence.
The 2017 Panthère’s design, with its square case and rounded corners, is nearly identical to the original but with new features such as strengthened bracelet and enhanced waterproofing.
The reinvented watch comes in two sizes and 14 styles, ranging from stainless steel, yellow gold, rose gold, white gold and diamond. There also are three limited-edition styles in a lacquer panther-spot motif: white gold and pavé diamonds or pink gold in two sizes.
Pre-order yours now at your nearest Cartier boutique.