True to Cartier's corporate image, assistant vice president of corporate communications Marian Gulbrandsen coordinated a party for the 100th anniversary of the Santos watch at the 69th Regiment Armory that was sleek, sophisticated and very expensive—or at least it looked that way. (Cartier wouldn't disclose the numbers.)
Square projections of red light with white Cartier logos in the center lined the entry to the main party space. Photographers took old-fashioned photos of guests with a reproduction of a vintage airplane like the one designed by Brazilian aviator Alberto Santos-Dumont, for whom the watch was named. Red lounge furniture in modern shapes provided seating beneath two giant video walls that featured imagery from the four cities where Cartier is holding anniversary parties from April to June: Tokyo, Rio de Janeiro, Paris and New York. (Some of the decor goes on the road.) In the center of the bar in the middle of the room, a four-faced Cartier clock showed the times in each of the four cities.
The event honored seven men with the same pioneering spirit as the aviator—Tiki Barber, Mario Batali, Clive Davis, David LaChapelle, Zac Posen, Netjets chairman Richard Santulli and Russell Simmons—and benefited environmental organization Natural Resources Defense Council.
—Alesandra Dubin
Square projections of red light with white Cartier logos in the center lined the entry to the main party space. Photographers took old-fashioned photos of guests with a reproduction of a vintage airplane like the one designed by Brazilian aviator Alberto Santos-Dumont, for whom the watch was named. Red lounge furniture in modern shapes provided seating beneath two giant video walls that featured imagery from the four cities where Cartier is holding anniversary parties from April to June: Tokyo, Rio de Janeiro, Paris and New York. (Some of the decor goes on the road.) In the center of the bar in the middle of the room, a four-faced Cartier clock showed the times in each of the four cities.
The event honored seven men with the same pioneering spirit as the aviator—Tiki Barber, Mario Batali, Clive Davis, David LaChapelle, Zac Posen, Netjets chairman Richard Santulli and Russell Simmons—and benefited environmental organization Natural Resources Defense Council.
Halfway through the evening, one of the room's walls raised to reveal another room containing a raw bar by Tentation and a variety of Santos watches on display tables; projections of abstract imagery gave the displays a dynamic effect. Surprise DJ Wyclef Jean entertained the 700 guests, some of whom were reluctant to respond to his urging: "I don't care how much money you have. Get on up and dance!"
—Alesandra Dubin
At a party for the 100th anniversary of the Cartier Santos watch at the 69th Regiment Armory, a four-faced clock showed the times in four cities around the world.
Square projections of red light with white Cartier logos in the center lined the entry to the main party space.
Red lounge furniture in modern shapes provided seating beneath two giant video walls.
Surprise DJ Wyclef Jean entertained the 700 guests.
