Sofia Coppola Directs for Cartier
The Season’s Swimsuits and Knits, on Real Girls in Wales
May 16, 2017On the Red Carpet: Stars, Diamonds and Style
May 17, 2017This post was originally published on this site
The filmmaker Sofia Coppola has been a fashion muse for the designer Marc Jacobs, and now, her talent and style is inspiring the world of horology. To mark the reintroduction of its 1980s Panthère jewelry watch, Cartier has given Ms. Coppola carte blanche to create a commercial around the new collection, both of which will debut worldwide on June 1. (A select number of the watches are exclusively available on Net-a-Porter.com until May 31.)
Arnaud Carrez, Cartier’s international marketing and communication director, said that Ms. Coppola “has always resonated with the spirit of Cartier as an icon of style, taste and elegance.
“The scale of the relaunch and this kind of communication platform has never really been done” at Cartier, he added. “It’s a big story for us.”
Ms. Coppola, who, like Cartier, is based in Paris, is a fan of the jewelry house. She treated herself to one of its Tank watches in 2005 after finishing “Marie Antoinette.”
The Cartier Panthère watch.
Like that movie about France’s doomed queen, the Panthère commercial is a modern reinvention of the past — this time, 1983, the year the Panthère was introduced (production stopped in 2004). “There were so many great movies, and I love the stars of that time,” Ms. Coppola said in a statement. “I remember the glamorous kind of women who wore a Panthère watch.”
The commercial, which will be shown in theaters and on social networks in 60- and 30-second versions, stars the Australian actress Courtney Eaton (“Mad Max: Fury Road”) and Brooklyn and Amanda Sudano, the performer daughters of the disco queen Donna Summers.
The 2017 Panthère’s design, with its square case and rounded corners, is nearly identical to the original, save for a few performance tweaks like a strengthened bracelet and enhanced waterproofing.
The watch comes in two sizes and 14 styles, ranging from a $4,000 steel model to a $98,000 white gold and diamond version. There also are three limited-edition styles in a lacquer panther-spot motif: white gold and pavé diamonds ($123,000) or pink gold in two sizes (from $22,900).
The jewelry house has invested heavily in the Panthère’s reintroduction, including (in early May) a party with Ms. Coppola in Los Angeles. (Her latest film, “The Beguiled,” is in the running this week for the Cannes Film Festival’s top prize.)
