To unveil its newly reconfigured Pasha de Cartier watch, the storied luxury brand has turned to, among others, American-Egyptian actor Rami Malek.
A year after winning the Best Actor Oscar for portraying Freddie Mercury in the film Bohemian Rhapsody, Malek arrived at February's Academy Awards sporting a vintage 1993 yellow gold Pasha timepiece, proving he was already a fan.
So, to launch the updated timepiece, the label chose Malek as one of the new brand ambassadors, along with Chinese singer Jackson Wang, singers Willow Smith and Troye Sivan, and Game of Thrones actress Maisie Williams.
In the black and white image, lensed by New York photographer Craig McDean, the quintet lounge elegantly in an all-white, circular set, looking every inch like a fashion campaign.
With the focus on the people, rather than the timepieces, the shot conveys a sense of nonchalant cool. On the accompanying social media post, Cartier spoke of the watch being made "for those who view the world in a broader way".
Originally designed in 1985 by Gerald Genta, the watch is part of the brand's Pasha collection, which dates back to the 1930s and was originally created for the Pasha of Morocco.
With its distinctive round case, and square inner chapter ring (demarcating the minutes), the Pasha sports a screw-down crown, and Art Deco-inspired Arab numerals at the 12, 3, 6 and 9 positions.
The newly reconfigured Pasha has unmistakable blue hands, is water resistant to 100 metres, and comes with a 40-hour power reserve. Available in either steel or gold, it comes in two sizes of 35 millimetres and 41mm, the larger of which also includes a date window cleverly set at an angle at the corner of the inner square. The timepiece will be available with either a strap or bracelet.
“Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic nonconformism,” explains Arnaud Carrez, international marketing and communications director of Cartier International.
“It is as edgy as ever and in tune with today’s new generation of creators. These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity.”
Set to hit the market in September, the watch will be priced from $5,700 (Dh20,933) to $38,500 (Dh141,391), and will also be available set with diamonds, and as a skeleton.
This campaign is not Malek's first time fronting for a high-end brand, either. The Mr Robot actor was the face of Saint Laurent's spring / summer 2020 collection.
He also previously fronted Dior Homme’s Spring 2017 campaign, alongside rapper A$AP Rocky and model Ernest Klimko.
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Read more:
'The one who stays, wins': How Cindy Chao built a glittering jewellery label from scratch
Egypt's Nadia El Din named regional winner of the 2020 Cartier Women’s Initiative Award
From Hermes to Cartier: 10 of the best new luxury watches for men and women - in pictures
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The biog
Favourite Emirati dish: Fish machboos
Favourite spice: Cumin
Family: mother, three sisters, three brothers and a two-year-old daughter
If you go:
Getting there:
Flying to Guyana requires first reaching New York with either Emirates or Etihad, then connecting with JetBlue or Caribbean Air at JFK airport. Prices start from around Dh7,000.
Getting around:
Wildlife Worldwide offers a range of Guyana itineraries, such as its small group tour, the 15-day ‘Ultimate Guyana Nature Experience’ which features Georgetown, the Iwokrama Rainforest (one of the world’s four remaining pristine tropical rainforests left in the world), the Amerindian village of Surama and the Rupununi Savannah, known for its giant anteaters and river otters; wildlifeworldwide.com
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, (Leon banned).
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
Six tips to secure your smart home
Most smart home devices are controlled via the owner's smartphone. Therefore, if you are using public wi-fi on your phone, always use a VPN (virtual private network) that offers strong security features and anonymises your internet connection.
Keep your smart home devices’ software up-to-date. Device makers often send regular updates - follow them without fail as they could provide protection from a new security risk.
Use two-factor authentication so that in addition to a password, your identity is authenticated by a second sign-in step like a code sent to your mobile number.
Set up a separate guest network for acquaintances and visitors to ensure the privacy of your IoT devices’ network.
Change the default privacy and security settings of your IoT devices to take extra steps to secure yourself and your home.
Always give your router a unique name, replacing the one generated by the manufacturer, to ensure a hacker cannot ascertain its make or model number.
Other workplace saving schemes
- The UAE government announced a retirement savings plan for private and free zone sector employees in 2023.
- Dubai’s savings retirement scheme for foreign employees working in the emirate’s government and public sector came into effect in 2022.
- National Bonds unveiled a Golden Pension Scheme in 2022 to help private-sector foreign employees with their financial planning.
- In April 2021, Hayah Insurance unveiled a workplace savings plan to help UAE employees save for their retirement.
- Lunate, an Abu Dhabi-based investment manager, has launched a fund that will allow UAE private companies to offer employees investment returns on end-of-service benefits.
Essentials
The flights
Etihad and Emirates fly direct from the UAE to Delhi from about Dh950 return including taxes.
The hotels
Double rooms at Tijara Fort-Palace cost from 6,670 rupees (Dh377), including breakfast.
Doubles at Fort Bishangarh cost from 29,030 rupees (Dh1,641), including breakfast. Doubles at Narendra Bhawan cost from 15,360 rupees (Dh869). Doubles at Chanoud Garh cost from 19,840 rupees (Dh1,122), full board. Doubles at Fort Begu cost from 10,000 rupees (Dh565), including breakfast.
The tours
Amar Grover travelled with Wild Frontiers. A tailor-made, nine-day itinerary via New Delhi, with one night in Tijara and two nights in each of the remaining properties, including car/driver, costs from £1,445 (Dh6,968) per person.
If you go
The flights Etihad (www.etihad.com) and Spice Jet (www.spicejet.com) fly direct from Abu Dhabi and Dubai to Pune respectively from Dh1,000 return including taxes. Pune airport is 90 minutes away by road.
The hotels A stay at Atmantan Wellness Resort (www.atmantan.com) costs from Rs24,000 (Dh1,235) per night, including taxes, consultations, meals and a treatment package.
UAE currency: the story behind the money in your pockets
Liverpool's all-time goalscorers
Ian Rush 346
Roger Hunt 285
Mohamed Salah 250
Gordon Hodgson 241
Billy Liddell 228
The White Lotus: Season three
Creator: Mike White
Starring: Walton Goggins, Jason Isaacs, Natasha Rothwell
Rating: 4.5/5
Tamkeen's offering
- Option 1: 70% in year 1, 50% in year 2, 30% in year 3
- Option 2: 50% across three years
- Option 3: 30% across five years
Copa del Rey final
Sevilla v Barcelona, Saturday, 11.30pm (UAE), match on Bein Sports
Singham Again
Director: Rohit Shetty
Stars: Ajay Devgn, Kareena Kapoor Khan, Ranveer Singh, Akshay Kumar, Tiger Shroff, Deepika Padukone
Rating: 3/5
