CARTIER Introduces Drive de Cartier

 Cartier hosted a dynamic week-long event at The Qube in Central to celebrate the spirit of Drive de Cartier men. The event, which took place from September 24 to 30, immersed visitors in the cultivated and contemporary universe that is inhabited by the gentlemen who wear Drive de Cartier watches. To create this environment, Cartier transformed the venue into a series of rooms designed to reveal different aspects of the Drive de Cartier lifestyle. Each room provided an interactive experience, combining the latest digital technology with specialist workshops conducted by a host of prestigious partner companies, creating the perfect space for Cartier’s guests to come together with their friends in a vibrant exchange between dolce vita and celebration.

The Welcome

Stepping inside the Lobby, guests will encounter an Interactive Photo Wall displaying a flashing neon message connected with the new watch collection, namely #whatdrivesyou. Posing in front of the wall will cause the animation to multiply and rearrange itself around people’s silhouettes, providing an original photo opportunity.

 The Library

A fascinating miscellany of objects and collectibles such as books, music, one-of-a-kind figurines, and the latest techie gadgets was displayed alongside the latest Drive de Cartier collection. On the wall, a TV screen showed a video of Sean Lee-Davies, an artist, activist and adventurer who epitomises the energy, values and masculine elegance of the Drive de Cartier man.

The Atelier

Moving into the Atelier, holograms of the Drive de Cartier collection was displyed. A special aeroplane-wing desk display design sketches of the watches and reveal the inspirations behind them, underlining the balanced aesthetic of the distinctive cushion-shaped case, and the refined detailing of the precision Manufacture movements.

The Dressing Room

The next stop will be the Dressing Room, styled to conjure the sartorial sophistication of the Drive man, who pays attention to every elegant detail. In this setting, award-winning online retailer MR PORTER will curate a selection of essential and trend items for a gentleman’s wardrobe, on alternating themes such as Fashionista and Jetsetter, and its personal shopper will be on hand for styling advice. The Armoury will also present sessions on sharp Italian tailoring. Other activities in the Dressing Room include matching outfits to Drive watches, creating flatlay designs to share on social media, grooming tips courtesy of Joyce Grooming, and workshops with a traditional barber.

The Drawing Room

The tour will finish in a chic and contemporary Drawing Room, furnished with sofas, bar, garden, gentlemen’s games den and displays of the Drive watches. Here the emphasis will be on the pleasures of a man who lives life to the fullest. A giant screen will enable guests to participate in a revisited, interactive version of the arcade game using their mobile phones. They will also be able to hone their poker moves with a top professional player, sharpen their cue skills with a pool master, improve their photography techniques, or pit their motoring prowess against a champion driver in a simulation car race.

Drive de Cartier Flying Tourbillon watch, length: 40 mm, width: 41 mm, Manufacture manual winding mechanical movement, calibre 9452 MC. Watch and movement both certified "Poinçon de Genève". 18K pink gold case, faceted crown set with a sapphire cabochon, white galvanised guilloché dial, silvered openwork satin-finish grid with sunray effect, black transferred Roman numerals, blued-steel sword-shaped hands. Brown alligator skin strap, 18K pink gold double adjustable folding buckle. Flying tourbillon complication with seconds indicated by the C-shaped tourbillon carriage. Individually numbered movement consisting of 142 parts including 19 jewels. Movement diameter: 24.9 mm, movement thickness: 4.5 mm, balance: 21,600 vibrations/hour, power reserve approx. 50 hours. Sapphire crystal and case back. Case thickness: 11.3 mm. Water-resistant to 3 bar (approx. 30 metres).

Drive de Cartier watch, Manufacture self-winding mechanical movement, calibre 1904-PS MC. 18K pink gold case, length: 40 mm, width: 41 mm, thickness: 11.25 mm, octagonal 18K pink gold crown set with a faceted sapphire. grey flinqué dial, Roman numerals, gilded-steel leaf-shaped second hand, gilded-steel sword-shaped hour and minute hands. Sapphire crystal. Grey semi-matt alligator skin strap, 18 mm 18K pink gold double adjustable folding buckle. Calendar aperture at 3 o'clock, small seconds counter at 6 o'clock, sapphire case back. Water-resistant to 3 bar (approx. 30 metres).

Drive de Cartier watch, Manufacture self-winding mechanical movement, calibre 1904-PS MC. 18K pink gold case, length: 40 mm, width: 41 mm, thickness: 11.25 mm, octagonal 18K pink gold crown set with a faceted sapphire. grey flinqué dial, Roman numerals, gilded-steel leaf-shaped second hand, gilded-steel sword-shaped hour and minute hands. Sapphire crystal. Grey semi-matt alligator skin strap, 18 mm 18K pink gold double adjustable folding buckle. Calendar aperture at 3 o'clock, small seconds counter at 6 o'clock, sapphire case back. Water-resistant to 3 bar (approx. 30 metres).

Drive de Cartier Second Time Zone Day/Night watch, Manufacture self-winding mechanical movement, calibre 1904-FU MC. 18K pink gold case, length: 40 mm, width: 41 mm, thickness: 12.63 mm, octagonal 18K pink gold crown set with a faceted sapphire. Silvered flinqué dial, Roman numerals, blued-steel sword-shaped hands. Sapphire crystal. Semi-matt brown alligator skin strap, 18 mm 18K pink gold double adjustable folding buckle. Large date at 12 o’clock, retrograde second time zone at 10 o’clock, day/night indicator at half past three, small seconds at 6 o’clock, sapphire case back. Water-resistant to 3 bar (approx. 30 metres).

Drive de Cartier Second Time Zone Day/Night watch, Manufacture self-winding mechanical movement, calibre 1904-FU MC. Steel case, length: 40 mm, width: 41 mm, case thickness: 12.63 mm, octagonal steel crown set with a faceted synthetic spinel. Silvered flinqué dial, Roman numerals, blued-steel sword-shaped hands. Sapphire crystal. Black semi-matt alligator skin strap, 18 mm steel double adjustable folding buckle. Large date at 12 o'clock, retrograde second time zone at 10 o'clock, day/night indicator at half past three, small seconds at 6 o'clock, sapphire case back. Water-resistant to 3 bar (approx. 30 metres).

Drive de Cartier watch, Manufacture self-winding mechanical movement, calibre 1904-PS MC. 18K pink gold case, length: 40 mm, width: 41 mm, thickness: 11.25 mm, octagonal 18K pink gold crown set with a faceted sapphire. Silvered flinqué dial, Roman numerals, blued-steel leaf-shaped second hand, blued-steel sword-shaped hour and minute hands. Sapphire crystal. Brown semi-matt alligator skin strap, 18 mm 18K pink gold double adjustable folding buckle. Calendar aperture at 3 o'clock, small seconds counter at 6 o'clock, sapphire case back. Water-resistant to 3 bar (approx. 30 metres).