(September 2016, Hong Kong) Cartier created an elegant palace for exclusive Drive gentlemen at The Qube in Central, Hong Kong. It was opened to the public from September 24th to 30th.
Stepping into the lobby, guests’ eyes are immediately attracted by an interactive photo wall. Neon lights on the walls are flashing the theme label representing this new watch collection-#whatdrivesyou. The guests are standing in front of the wall, and the animation elements will be added and rearranged according to their figure, so that the guests can take pictures.
The collection houses a variety of boutiques and collectibles, such as books, musical works, fancy models and the latest technology gadgets, which are displayed together with the latest Drive de Cartier watch works. In addition, a video shot by Sean Lee-Davies was displayed on the wall screen. Not only an artist, environmentalist, but also an adventurer, he perfectly embodies the energy, values, and masculine charm of Drive de Cartier men.
Upon entering the studio, guests will see the stereo projection of the Drive de Cartier series. A uniquely designed wing-shaped desk was placed in the room to show the watch’s design sketches and creative inspiration, showing the unique and beautiful beauty of the pillow case and the precision and precision of Cartier’s homemade movement.
Drive men have a deep sense of clothing and attention to every elegant detail, so the dressing room is carefully arranged to highlight its extraordinary style. Here, the award-winning online fashion store MR PORTER has selected a series of essential fashion items for men with themes of ‘fashionista’ and ‘elegant traveler’. The personal shopping guide on the website will provide styling guidance to guests on the spot. In addition, The Armoury men’s clothing store will feature lectures on Italian tailoring techniques.
The end of the journey is a chic, modern living room with sofas, a bar, a garden, a gentleman’s game room, and a Drive watch showcase. The design of this hall is to let guests experience the colorful life of Drive men. Guests can use their mobile phones to participate in a redesigned interactive classic arcade game through a giant screen. In addition, guests can practice poker skills with top professional players, learn ball skills with snooker players, learn photography tips, or compete with champion drivers in simulated racing competitions.
Other live interactive sessions in the living room also highlight the refined taste and unique aesthetics of Drive men. The site features the world’s rarest coffee and chocolate, as well as workshops where guests can participate in coffee blending, whiskey and craft beer tastings, and cocktail blending.
Cartier arranged the venue into a series of distinctively themed rooms, fully interpreting the elegant and maverick lifestyle represented by Drive de Cartier. Each room uses the latest digital technology and workshops set up by a number of well-known partners to bring guests a better and more comfortable and distinguished interactive experience.
Corresponding to Drive men, it is the Drive de Cartier series watch that debuted in Geneva in January 2016. With their elegant retro pincushion shape, they are memorable and become another classic collection of Cartier men’s style watches. This series of watches has a variety of styles, the case is made of rose gold or stainless steel, with classic white or stylish gray dial, with Cartier Roman numerals and sword-shaped hands. This watch is equipped with three excellent movements produced by Cartier Watch Workshop: the small seconds model is equipped with the 1904-PS MC movement, with hours and minutes display, small seconds and date display functions; the small complex functions are equipped with 1904-FU MC Calibre with retrograde second time zone hour display, day and night display, large calendar and small seconds; advanced watch models with 9452 MC floating tourbillon movement, won the ‘Poinçon de Genève’ (Geneva premium stamp). In August 2016, Cartier launched the new Drive de Cartier large calendar dual time zone day and night display watch series, which is the same as the small complex function watch movement of the Rotonde de Cartier series. The new model is equipped with Cartier 1904-FU MC workshop refinement machine. Core, open the second chapter of Drive.