Cartier Hosts Lavish Bash To Launch New Watch In San Francisco

Photo Credit: Drew Altizer

Last night, celebrities—Jake Gyllenhaal, Sofia Coppola, Idris Elba, Sienna Miller, Freida Pinto, Édgar Ramíerz, Chloe Sevigny, Jeremey Renner, Lily Collins, Leiv Schreiber, and more—descended on San Francisco for the launch of Cartier’s Santos de Cartier watch. Mercedes Abramo, the president and CEO of Cartier North America and Arnaud Carrez, the international marketing and communications director, hosted a flashy party unlike any other. The luxury brand transformed Pier 48 into a Las Vegas-style nightclub complete with multiple stages, elaborate lighting, and visual projections.

Photo Credit: Stéphane Feugère

Despite the rain, everyone came dressed to impress following the event’s ‘bold and fearless’ dress code. The party started promptly at 8:30 p.m. Guests were lead through a series of dark curtained hallways before arriving at long black runway lit up on all sides with a bright LED grid. It was an Instagram sensational and hard not to feel like you were in a music video. Next invitees walked through a series of scaffolding that had red lights with changing statements like #santosdecartier, open minded, and designed to thrill. The party space was a massive room with various bars and seating areas.

Photo Credit: Drew Altizer

The entertainment was also bold and fearless. Wade Crescent, Hot Chip, Nonotak, and Jamie XX performed. Phoenix was the highlight of the evening and their classic Listomania got the crowd moving. With guests smoking inside (much to the waiters chagrin), it was a very un-San Francisco party. Still, fun was had by all with SF’s socials mingling with fashion luminaries, distinguished jet setters, and international movers and shakers.

Photo Credit: Stéphane Feugère

Additionally, Cartier hosted a series of social labs, discussions between visionaries and creatives on a series of topics. Speakers included Larry Jackson, Melanie Laurent, Yves Behar, and David Lachapelle.