Cartier picks Saudi creative as new timepiece’s Mideast campaign star

Cartier picks Saudi creative as new timepiece’s Mideast campaign star
Moath Alofi is one of the six international artists featured in brand’s latest campaign. (Supplied)
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Updated 06 September 2021

Cartier picks Saudi creative as new timepiece’s Mideast campaign star

Cartier picks Saudi creative as new timepiece’s Mideast campaign star

DUBAI: French luxury fashion house Cartier has announced Saudi photographer Moath Alofi as the new face of the brand’s Tank watches in the Middle East.

First created by Louis Cartier in 1917, the Tank was inspired by the design of a combat vehicle viewed from above. 

Alofi is one of the six international artists featured in brand’s latest campaign. 

The managing director of Cartier in Saudi Arabia, Kalid Lanssari, took to Instagram to congratulate the artist. “Happy to see the Saudi and regional Cartier community growing and nourishing with the addition of new talents,” wrote Lanssari. 

The 37-year-old photographer, born in Madinah, is the head of cultural programs at the Madinah Development Authority. 

Alofi is also the founder of artistic studio Al-Mthba and the co-founder of Erth Team, a production group specialized in safari trips, aerial photography and travel documentation.

Throughout his artistic career, Moath has exhibited works in London, Paris, Bruxelles, Moscow, New Mexico, Utah, Jeddah, Riyadh, Dammam, Bahrain and Oman.