Cartier revives cult classic Pasha from the ’80s

Maisie Williams and Rami Malek have been chosen as ambassadors for the new Pasha de Cartier watch.
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Updated 02 September 2020

Cartier revives cult classic Pasha from the ’80s

First unveiled in 1985, the Pasha de Cartier watch is making a comeback and how! Faithful to the original model but even more sophisticated with its crown featuring a blue spinel or sapphire, interchangeable strap and its multiple possibilities of personalization, the new watch is classic yet contemporary and remains as edgy as ever.

Cartier has also announced a host of stars as ambassadors for Pasha: Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang.

Produced in steel, yellow gold, pink gold and set with diamonds, the Pasha de Cartier collection includes many models, incorporating jewelry pieces and watches.

The new model features its famous hallmarks; a square filigree rail-track is found in the circle of its dial, immediately introducing a nonconformist watch that harmoniously brings opposites together. Four bold Arabic numerals ensure an ultra-contemporary, over-sized appearance. Its striking design challenges the predominance of round shapes in watchmaking, and amplifies its presence, originality and singularity. The bracelet is accentuated by the clous de Paris whilst its chained crown ensures maximum visibility.

The Pasha de Cartier watch is sophisticated in terms of watchmaking functions and design details that combine to strengthen and maximize its ergonomic appeal.

One of the key design elements of the watch is the chained crown. In its new version, Cartier added increased refinement, equipping the winding crown, hidden under the fluted crown cover, with a blue spinel or sapphire. This division, and duplication, of blues enhances the ergonomics of the winding crown and the preciousness of the watch.

With the Pasha watch, Cartier is unveiling a new customizable engraving. Carved in the form of initials, the engraving appears under the crown cover, secret and undetectable. Indeed, it is only revealed when the chained crown of the watch is unscrewed.

The new Pasha watch features an innovative strap in keeping with the spirit of our time. It responds to new lifestyles, supports change and adapts easily to different situations, depending on the colors and materials chosen. In steel, gold or leather, all versions can be interchanged thanks to an adaptation of the Cartier-developed QuickSwitch system. This invisible mechanism blends into an architecture located under the case and is activated by a single push. The sizing adjustment of the metal bracelet to the nearest link has been added to this cutting-edge technology. The SmartLink system, which has been registered for a patent, allows the bracelet length to be adjusted by the owner without the use of a tool.

Equipped with a sapphire crystal case back that reveals its movement, the watch is endowed with the 1847 MC automatic caliber. This in-house movement goes further still in the quest for performance and reassurance thanks to its resistance to both magnetism and water.


PepsiCo & SFA launch movement for athletic lifestyle

Updated 20 September 2020

PepsiCo & SFA launch movement for athletic lifestyle

The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation’s goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars — Endorse, Promote, Enable and Activate — are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek,” a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means “move,” has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo’s support as the “beverage and nutrition partner” at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Al-Husseini. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

“By working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Mosalam.