Cartier watches in digital version. The occasion is the new version of the Tank Française watch from the French Maison. It is one of Cartier’s most famous timepieces which, for the promotion, has decided to use the Snapchat platform with a Portal Lens. The result is an immersive message based on augmented reality, which takes Snapchat users to the heart of the brand’s universe. Through the app users are transported to Paris and travel in time, up to 1917, on the Alexandre III bridge. By moving the smartphone sideways, it is possible to touch the Parisian atmosphere and discover the different versions of the watch, both for men and women. Just click on the following periods, first 1936, then 1977, up to 2023, to discover the models that have marked the history of Cartier’s iconic watch. The new version of the French Tank appears at the end and you can try it out by framing your wrist with your smartphone.
Times change but elegance remains unchanged: this is what we have tried to express in an immersive way thanks to our partnership with Snap, which puts augmented reality at the service of discovering the new Tank Française.
Arnaud Carrez, Senior Vice President and Chief Marketing Officer of Cartier
The realistic finishes allow you to visually appreciate even the smallest details of the new version of the famous watch, which reinvents itself and stands the test of time thanks to the intelligence of its design. Launched in 1996, the Tank Française debuted with a metal strap in perfect harmony with the case, quickly becoming part of the large Tank family. A one-piece metal design that Cartier is radicalising with this brand new version.
Over 250 million people interact with augmented reality on Snapchat every day. Our technology opens up creative possibilities never imagined before, making the luxury industry even more personal, accessible and practical. Cartier continues to push the limits of creativity and innovation, offering Snapchat users an immersive way to discover the different versions of its iconic watch and try it on their wrist, using augmented reality.
Geoffrey Perez, Head of Global Luxury at Snap