Cartier’s Latest Campaign Is Inspired By The Middle East
Celebrating the history and modernity of the Gulf with images from Jacques Cartier’s archives
Inspired by Jacques Cartier’s first trip to the Middle East in 1912, the fine jewellery brand have launched a beautiful campaign to celebrate Ramadan and Eid inspired by the history and modernity of the Gulf. ‘The Pursuit of Magnificence’ campaign is comprised of an array of pieces from Cartier’s archives, from jewellery to cigarette holders to original sketches, and aims to reflect the relationship of Maison Cartier with the region.
Jacques Cartier’s trip in 1911. The Royal Mound of A’ali. Unidentified burial mounds.
Cartier Archives © Cartier
The campaign stemmed from a journal kept by the French explorer at the turn of the 20th century, where he chronicled his voyage visiting local shops, residences and places of worships, from The Al-Khamis Mosque in Bilad Al Qadeem to the House of Mugbil Al Thukair, a well-known pearl merchant in Bahrain.
Brooch-pendant. Cartier Paris, 1913. Platinum. Single- and rose-cut diamonds. Sapphire cabochons. One natural pearl. Turquoise cabochons. Nine hinged jade plaques.
Photo: Nick Welsh, Cartier Collection © Cartier
An excerpt of Jacques Cartier’s journal from Muscat, 9 March 1912 reads, “I saw the phosphorescent sea. From the captain’s bridge, the two waves shaped by the ship’s bow were so blue it looked as though they were being illuminated from below. The whole boat was encircled by a luminous band and everywhere you looked fish left their zigzag trails through the water’s surface. It was like fireworks on the surface of the sea. We also get clear sight of the city of Moharrek and further in the distance the villages of Sathin and Dir, which look like small islands but, in actual fact, are only separated from Moharrek by dunes.”
Jacques Cartier’s trip in 1911.
Cartier Archives © Cartier
Now, inspired by Jacques’ fascination, curiosity and respect for the cultural traditions of the locals, Cartier have also created a film on the subject, which will be released in three chapters, bringing the story of Jacques Cartier to life.