Cartier Commercial 4: Cartier and The Road to the Middle East 2025

VIDEO Cartier 4: Cartier and The Road to the Middle East TV commercial 2019 • Explore Chapter 4 of the L’Odyssée de Cartier saga In the beginning of the 20th century, Louis Cartier discovers Islamic art. It is an encounter, an aesthetic clash. A great collector, passionate about art and curious about foreign cultures, he sees the power of these stylized yet abstract motifs. In 1911, his brother, Jacques, visits the Gulf to establish first contacts and to set some milestones which will become one of the foundations of Cartier style. 00:02 In this gallery of the East, 00:03 light and shadow become one. 00:06 And the motifs hypnotise us. 00:10 Persian Gulf, Middle East, Levant. 00:20 Today, Cartier shines at the heart of ancestral cultures. 00:25 Open your eyes, 00:28 the moment is important, it is here that history begins. 00:32 1903. Louis Cartier pays a visit 00:34 to the Musée des Arts Décoratifs in Paris 00:36 to discover a first-of-its-kind exhibition dedicated to the Islamic arts. 00:41 He relates to this culture and it inspires him. 00:45 The man is an impassioned collector. 00:47 From museums to retrospectives, 00:50 his collections travel. 00:51 A taste that he shares with his designers. 00:57 Louis Cartier sees further... 00:59 Yet it’s his brother who answers the call of the sea. 01:02 Arid land against a blue backdrop: 01:04 in the Persian Gulf, 01:05 Jacques Cartier thirsts for new horizons. 01:08 He explores the fine pearls market. 01:10 He accompanies fishermen at sea, learns their traditions and customs 01:14 whilst living their life from within. 01:15 Intense sources of inspiration... 01:18 For Cartier, pearls enhance necklaces 01:21 and thread themselves onto bracelets. 01:25 In his diary, Jacques records his travels, 01:28 takes photographs and makes detailed drawings... 01:31 The scent of adventure is in the air. 01:33 A fragrant breeze from the East. 01:39 Eastern architecture... 01:40 The inspiration is direct and clear. 01:45 Then a door opens onto abstraction. 01:49 Pure lines, geometric markings, 01:52 a new language. 01:54 The East merges with a modern design 01:56 that maintains only what is essential. 02:00 This vision of the Islamic arts 02:02 becomes intrinsic to the Cartier style. 02:06 Fast forward through history. 02:09 Since the first day, 02:11 the jeweller has understood the Islamic arts. 02:13 The play of form and line, 02:16 the purity and sense of harmony, 02:18 stylisation and abstraction. 02:21 A journey that continues to this day, 02:23 opening doors to new horizons.- advertisement spot 2019