Cartier Welcomes Bling's Big Season With All-Star Spot


Retail experts expect consumers to load up their loved ones with jewelry this holiday season, especially in the luxury market. So Cartier is encouraging light-spirited giving with “Love is All,” a musical film peppered with famous faces, enormous smiles and plenty of bijoux.

Among the stars: Maisie (“Game of Thrones”) Williams, Willow (“Red Table Talk”) Smith, Italian actress Monica Bellucci and Lilly (“Emily in Paris”) Collins.

Created by Publicis Luxe, the ad runs in cinemas, TV, social media, and 3D out-of-home. It’s also part of the brand’s first TikTok appearance.

Charlotte Wales directed the two-minute spot, which plays off the brand’s signature red gift boxes.



Cartier is owned by Richemont, parent of 26 luxury brands, including Van Cleef & Arpels, Baume & Mercier, Piaget, Montblanc and Net-a-Porter. The Swiss company just released its half-yearly results, showing that it’s bouncing back from COVID-19 downturns just fine.

Sales rose by strong double digits in all business areas, channels and regions, compared to the prior-year period, significantly exceeding pre-pandemic levels. In the Americas, gains rose in the triple digits, led by its jewelry brands, up 36%. Watch brand sales, which especially languished during COVID-19, continued to rebound, up 7%.

Forecasts point to even more glitter ahead. Bain & Company, in its latest predictions about luxury retail, reported that sales of personal luxury goods shot up 29% in 2021 and anticipates sales will reach record levels in the year ahead.

Even the broader jewelry market seems poised for a good year. The National Retail Federation, which believes spending may reach record levels in the weeks ahead, reports that 20% of those in its recent survey are shopping for a gift of jewelry, about level with last year.

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