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Memo Pad: Cartier's Timely Icons... ASME Digital Awards...

Cartier's new Icon watch advertising campaign is austere, bold and meant to evoke the brand's tenets.

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Cartier’s new Icon ad campaign.

Photo By Courtesy Photo

TIMELY ICONS: Cartier’s new Icon watch advertising campaign is austere, bold and meant to evoke the brand’s tenets: craftsmanship, tradition and classic design. The black-and-white print ads feature iconic timepieces, including the Tank Francaise and Santos, and lists the years in which they were designed — 1904 and 1917, respectively — to convey the longevity of the styles.

“We’ve seen the behavior patterns of our clients before the crisis and after the crisis,” said Cartier North America president and chief executive officer Emmanuel Perrin. “[When making] purchases, [customers are] making sure to get the best quality, the best craftsmanship, the product that lasts the test of time. That’s what Cartier has always been about.”

The campaign bows in newspapers including The New York Times, The Wall Street Journal, Barron’s and The Los Angeles Times beginning on Saturday through March 12.

Also at Cartier, Guillaume Alix has been named vice president of marketing and communications. Alix has been with Cartier in various roles since 1997, most recently as chief of staff for Cartier president Bernard Fornas. Alix succeeds Oliver Stip, who departed last year.

— Sophia Chabbott

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