Cartier Jewellrey house has teamed up with film family royalty, Sophia Coppola to celebrate the relaunch of a classic 80’s Cartier watch, the Panthère Watch. The watch was debuted in 1983, and has not been on the produced since 2004. The relaunch comes after a fresh demand for the timepiece by clients, stores, and social media.
Coppola, daughter of course of film-legend Francis Ford Coppola, has been a long-time friend of the Richemont-owned jewellery house. The decision to market the Panthère relaunch with a movie, one directed by Coppola, no less, was an easy one, said Arnaud Carrez, international marketing and communications director for Cartier: “It felt very natural for us for us to ask Sofia to be the director of this Panthère movie,” he said. “She’s really an icon of style, taste and contemporary elegance and we wanted really this movie to highlight the Panthère woman and the Cartier femininity.”
The film will take place in the 1980’s, reminiscent of the time when the watch was first launched, in Los Angeles. Film stars will include Courtney Eaton, and singer Donna Summer’s two daughters, Brooklyn and Amanda Sudano.
“I love the era when the Panthère debuted and I think of it as glamorous and sexy, and thought about films and the women of that era,” Coppola told Business of Fashion of the inspiration behind the film. “I wanted it to feel like a perfect fun day in the life of the Panthère watch and the woman who is wearing it. I imagined she’s visiting LA and away from work, and is enjoying the sun, romance and her friends.”
The highly-anticipated relaunched Cartier Panthère Watch will be back on sale on June 1, and the movie will launch on social media and in select cinemas globally starting in June as well.