Can Cartier Boost Cultural Credibility In China With This Branding Campaign?

    The latest chapter of the L'Odyssée de Cartier film series focuses on exploring the jeweler's century-long cultural connections with China.
    Titled “A Dialogue with China,” the short film takes viewers on a journey through the cultural dialogue that has lasted for over a century. Photo: Cartier
      Published   in Hard Luxury


    The L'Odyssée de Cartier film series is a visual history of the legendary jeweler, spotlighting Cartier's most iconic pieces and showcasing the brand's connections with various cultures around the world. The project has launched 10 chapters, and the latest one features China.

    Titled “A Dialogue with China,” the short film explores a relationship that has lasted for over a century. It tells the story of how the brand's founder, Louis Cartier, and creative director Jeanne Toussaint were drawn to China's rich heritage at the beginning of the 20th century — from the mythology of dragons and phoenixes to unique color combinations — and how that inspired Cartier's brand archive and culture.

    Netizens’ Reaction#

    The latest chapter of L'Odyssée de Cartier has gained the attention of Chinese audiences, who are increasingly interested in the heritage of luxury brands. On Weibo, the film drove over 83,000 views within 10 days. Users appreciated the marriage of oriental aesthetics and Cartier's dynamic brand history. Meanwhile, brand partner Jackson Wang's presence in the film impressed his followers. According to the comments, they are expecting more future collaborations between the Chinese talent and Cartier.


    With over 50 offline boutiques and online shops on WeChat and Tmall, Cartier has built up a strong presence in China since entering the market in 1997. By highlighting its longstanding connections to China via the latest installment of L'Odyssée de Cartier, the star brand under Richemont looks to enhance its cultural credibility in the local market and amongst high spending VIPs.

    In 2021, the Fondation Cartier pour l’art contemporain unveiled an exhibition titled “Trees” in collaboration with the Shanghai Power Station of Art, which took a cultural approach to sustainability discourses and educated visitors on many areas of environmental protection and the brand's dedication to supporting global art communities. Though corporate sustainability has been crucial for global companies, Cartier was among the first to kick off tangible initiatives in China.

    The latest chapter of L'Odyssée de Cartier is expected to be a valuable addition to the brand's marketing efforts in China, helping to reinforce its position as a leading luxury jewelry house with a deep commitment to craftsmanship and cultural heritage. Through honoring the long-standing relationship between China and Cartier, the jeweller is set to win over Chinese cultural consumers.

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