To celebrate the re-launch of its Panthère de Cartier watch, Cartier held a pop-up event at New York’s Indochine restaurant. The event was also an attempt from the brand to reach a younger market.
Cartier titled the promotional event Panthère Studio. Paying homage to the original Panthère de Cartier’s launch in the 1980s, the two-day pop-up event took on a 1980s theme, but with modern updates. Attendees could share their experience at the event online with interactive photos booths and social media components. Guests could also style their own looks around the Panthère watch.
Model, actress and former Miss USA Olivia Culpo hosted the event on Saturday afternoon, which also featured DJs throughout the weekend.
The pop-up event focused on experience rather than sales. Panthère de Cartier watches weren’t available for purchase at the event, though guests could try on the watch and other Cartier bracelets. The watch is instead available exclusively online at Net-a-Porter. Starting June 1, the watches will also be sold at Cartier boutiques.
This isn’t the first pop-up event from the luxury brand. Cartier hosted a similar event in Macau earlier this year, to promote its Drive de Cartier Watch Collection. The pop-up featured a design bar, gaming area and atelier devoted to the inspiration behind the collection.