Lights, Camera, Cartier THE BIRTH OF CINEMA AND THE RISE OF ELEGANCE

Kenneth Goh journeys to the waterways of Italy to witness the glamour of celluloid at the 80th Venice Film Festival where artists and diamonds come together effortlessly

In the heart of the enchanting Venetian lagoon, where the allure of cinema meets the timeless elegance of Cartier, the Venice Film Festival unfolds as a cinematic celebration like no other. But beyond the ostentatious red carpets and illustrious film premieres, there’s a captivating tale of Cartier’s intimate connection with the world of cinema, dating back to the birth of the seventh art. From Paris to Hollywood, from Broadway to the canals of Venice, Cartier’s legacy in fi lm is a narrative woven with diamonds, platinum, and the whispers of iconic movie stars.

CARTIER’S CINEMATIC BIRTH

Let’s go back in time to the origins of cinema in Paris at the end of the 19th century. It marked the dawn of a new era in storytelling. As Hollywood took centre stage in 1910, Cartier, the iconic French jeweller, opened its doors in the United States in 1909. At the time, the brand was known to only a select few in New York City. The journey began with Henri Cartier lending exquisite jewellery to socialites for grand balls, marking the genesis of platinum jewellery and the inception of Cartier into the cinematic world.

Henri Cartier’s astute move to provide jewellery for socialites in the world of Broadway and theatre was organic and natural. Clearly, he was a born marketeer. Movie stars of the time were already clients of Cartier, and as the silver screen beckoned, they wore Cartier’s creations on celluloid. It gave them instant kudos on screen and with such dazzling French-made beauties embellishing their necks, wrists and ears, the union of cinema and Cartier was born.

EARLY HOLLYWOOD ICONS AND CARTIER