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By Guan Tan
/9 April 2018
On the 5th April 2018, the French jeweller and watchmaker Cartier brought its annual party to Pier 48, on the eastern end of San Francisco. It was raining through the night, but the weather did not dampen the charged atmosphere of the party. Photograph by Stéphane Feugère.
The walkway was lined with phrases that described Cartier's values — ones that resonated with the Cartier man and woman. Photograph by Stéphane Feugère.
The walkway eventually led into an atrium, where the party was held. The venue was flooded with deep crimson lighting — the colour of Cartier. Photograph by Stéphane Feugère.
The party celebrates the launch of Cartier's new Santos de Cartier watch, a 1904 model which Louis Cartier made for his aviator friend, Alberto Santos-Dumont. Dumont reportedly wore it for every flight that he went on. Earlier this year in January, the brand released a slimmer, more comfortable iteration of the Santos de Cartier at the annual trade show, Salon International de la Haute Horlogerie in Geneva. A highlight includes the brand's new QuickSwitch technology — an easier way for consumers to change the watch's bracelets and straps on their own, without the help of a professional. Photograph by Cartier.
Cartier appointed Jake Gyllenhaal as the watch's ambassador. According to the brand, the American actor embodies the values of the Santos de Cartier watch, namely "curiosity and a fearless, pioneering spirit." This marks the first celebrity ambassador in Cartier's history. The brand previously used models or solely focussed on their products in marketing campaigns. It is a landmark change in the brand's direction — more than a product launch, the brand introduced a set of values for its generation of consumers. Photograph by BFA.
Jake Gyllenhaal aside, other party-goers include (from left) Canadian fashion model Winnie Harlow, English actor Idris Elba and the former Miss Vancouver, Sabrina Dhowre. Photograph by Stéphane Feugère.
American actress Chloe Sevigny poses for a photograph by the entrance. Photograph by BFA.
English-American actress Sienna Miller poses for a photograph by the entrance. Photograph by BFA.
A walkthrough of Cartier's 2018 International Party at Pier 48, San Francisco. Video by Cartier.
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