CARTIER showcases its magic

Watches & Wonders took place from April 9 to 15, 2024, in Geneva, a flagship event in luxury watchmaking. This year, Cartier made a strong impression with its Behind the Magic campaign, showcasing the craftsmanship and innovation behind its iconic creations.

The campaign began by teasing the distinctive shapes of Cartier’s timepieces ( abstract contours and silhouettes) ahead of an event where the new models would be revealed. By focusing first on form, the art direction built anticipation, inviting viewers to recognise each creation through its outline alone. This approach highlighted the magic and timelessness of Cartier’s design language.