Drive de Cartier and the Source of Success
What drives you? What motivates a person to greatness? What is the measure of attainment, and how do you fuel that journey?
Cartier’s new design, Drive de Cartier, is the accessory of choice for a man of style and success, passion and precision. The leather strap and the mechanical-style of the face subtly embody the motion, speed and sophistocation of a classic motorcar.
Outlining a vision of gentlemanly greatness in the heart of Hong Kong’s trendy Soho area, Cartier celebrate their recent collection with a simulation of the coveted luxurious lifestyle associated with success. Transforming the QUBE in PMQ into an immersive exhibition, the tour leads guests around an exquisite apartment imagined for the ultimate bachelor.
Using insider knowledge and the latest technology, Cartier creates a haven full of boy-toys. From playful arcade games and pool lessons in the softly furnished drawing room, to style sessions from Mr. Porter and a presentation from The Armoury on Italian tailoring in the dressing room, no expense is spared in creating the ultimate experience for gentlemen. Workshops on cocktail mixology, coffee blending and traditional shaving techniques from an old-school barber allow guests to interact and experience the pleasures of the Cartier lifestyle for themselves, and tastings of fine whiskey and the world’s most expensive chocolate add an indulgent element.
Perhaps, though, the most interesting room of the exhibition is the atelier: the Drive de Cartier watch collection was presented via hologram alongside design sketches and inspirations for the range. The high-tech, visually stunning display reminds us that these exquisite timepieces weren’t always the way they are now. It required imagination, innovation and dedication to transform an idea from paper to a designer product. The luxury and decadence exhbited in the model apartment has similarly simple roots: the expensive chocolate and coffee comes from organic beans; tailored suits from needle and thread; whiskey from clear highland springs. What makes them exceptional in their present form is the ingenuity and passion of the process – the journey – that has driven, moulded and created something new, exciting and exqusite.
Guests shouldn't be fooled into thinking this dreamy designer den is the final desintation: like time, success is in constant motion. The new video campagin features Tatler's October cover star, the filmmaker, artist and activist Sean Lee-Davies as he drives around Florence in a stunning red convertible, living la dolce vita. He enjoys vintage wine and observes priceless rennaisance art, yet still gets his hands dirty in the vineyard and isn’t afraid to explore the unknown backstreets on a quaint bicylce. The ad conveys a man with the taste and time to enjoy the finer things in life, but the passion and drive to get back to basics and be inspired to further greatness. Success never stops: Lee-Davies moves from one frame to another, taking up his camera to create his own art after observing the work of Michael de Angelo.
Cartier celebrates the cyclic nature of success, the give and take of inspiration; but the Drive de Cartier range also acknowledges the simple source of greatness. What drives you? At it’s root, every successful man knows that he drives himself.
Cartier's exhibition at PMQ runs until September 30 2016
Visit whatdrivesyou.hk for more details