Two characters, two continents, and two generations all linked by the same love of cinema, French culture, and the Cartier Tank Française
A lot has changed in the history of timepieces. Beginning as a tactical accessory in planning synchronized attacks during the war, the watch is now an immensely popular fashion piece worn on the wrist today. Yet, no matter how many transformations the watches go through the seasons, the Cartier Tank remains unchanged, having seen only a handful of redesigns in its century-long existence. It is an interesting story of tenacity and timelessness.
An expression of a certain avant-garde
The last iteration—Cartier Tank Française, which is originally linked to Paris, its freedom, creativity, and cultural geography that was so well captured by New Wave Cinema—was released in 1996. Soon after, the Tank was quickly adopted by the likes of John F. Kennedy Jr., Michelle Obama, Princess Diana, and Meghan Markle, Duchess of Sussex.
Now, more than 25 years after its debut, the Tank Française is once again thrust into the limelight. As such, it required a short film to do it justice—a tribute to the passing of time, punctuated by cinematographic references against the backdrop of the Parisian sky. To direct, Cartier commissioned British filmmaker Guy Richie, who is best known for his ensemble cast films, creative editing, and unparalleled sense of pace.
Paris aside, the French cinema legend Catherine Deneuve and one of the most distinguished American actors of his time, Rami Malek, take the center stage.
“This film is an expression of Cartier’s vision of watchmaking and the timelessness of its creations. It is a journey through time, where past and present merge, in the image of Tank Française—a true icon of the past and the present.”
Arnaud Carrez, Cartier’s Senior Vice President & Chief Marketing Officer
A vivid Parisian encounter
Set in Pont Alexandre III, the photographer Malek takes notice of our muse Deneuve while crossing the bridge. Then, in a span of 60 seconds, they playfully meet in the different eras that marked the latter’s pivotal moments as an artist—from Jacques Demy’s Umbrellas of Cherbourg, Regis Wargnier’s Indochine, all the way through Nicole Garcia’s Place Vendôme.
The pair of actors makes for a great analogy for the 2023 Tank iteration: evolving with the fast-paced modern world, while still maintaining the threads of grandeur and classicism that the New Wave Cinema is known for. ”[Altogether, the film] represents the meeting between French style, symbolized by the Tank and Catherine Deneuve, with the avant-garde, free, and legendary cinema that Rami Malek brilliantly conveys,” says Arnaud Carrez.
Today, as the Tank Française itself nods to modern allure, it remains faithful to the iconic design whose lines Louis Cartier had radicalized at the beginning of the 20th century. This is proof that it sure knows how to keep in step with the times without ever losing its elegance.
Cartier is located at Greenbelt 4, Solaire Resorts and Casino, and Rustan’s Shangri-La Plaza. For more information, please visit Cartier’s official website.
