Jewellery

Cartier celebrates the holy month of Ramadan

Maison Cartier, whose name is synonymous with open-mindedness and curiosity, unveils "The Dawn of a New Day", a magnificent advertising film that sounds like an invitation to travel but also to solidarity and sharing .
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Shot in Saudi Arabia, this lovely tale takes us to the discovery of the archaeological treasure of Al-Ula, crossroads of civilizations for centuries, a breeding ground for cultural influences and a famous pilgrimage route to Mecca. We find there, the majestic panther, animal fetish of the jeweler, which crosses the wonder of Arabia. In a dreamlike mirror game, we find the emblematic jewelry creations but also places that have always inspired the Cartier House like Place Vendôme, Big Ben or the TaJ Mahal.

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Through these symbolic places, the Panther offers us a message of hope and invites us in its quest to believe in the strength of humanity. This film also highlights the universality of the celebration of Ramadan worldwide. During this very special period, Cartier is also making a commitment by donating to the United Arab Emirates Red Crescent's “The Homeland of Humanity” fund to help the most disadvantaged populations affected by Covid-19.

" As a House, we wanted to express our gratitude to the inhabitants of the region. The month of Ramadan, a symbol of donation, could not have been better to thank you. Cartier remains more than ever committed to supporting the most disadvantaged, the people affected by this unprecedented crisis and all those who are helping them. We look forward to celebrating Ramadan in a spirit of sharing and conviviality, values dear to the House " , says Christophe Massoni, CEO of Cartier Middle East, India and Africa.

Cartier Panthère celebrates New Dawn at Al Ula | Ramadan 2020

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