Established in Paris in 1847, iconic French jeweler and watchmaker Cartier ( celebrated its 165th business anniversary with a visual brand odyssey.

The three-and-a-half minute commercial L’Odyssee de Cartier ( is described by the brand as “a journey between dream and reality…focusing on its [the company’s] history, its values and inspiration, its artistic and universal scope.”

In this short film, a jeweled panther on display in a Cartier window transforms into a living animal and prowls a magical world graced with sparkling Cartier creations. The journey concludes with the panther meeting supermodel Shalom Harlow in the Grand Palais and the pair disappearing inside a Cartier jewelry box.

“This idea of doing the film on an epic scale is linked to how we craft a Cartier jewel with the same attention to detail,” according to Emmanuel Perrin, President-CEO of Cartier North America.

Created by Publicis agency Marcel, the commercial required two years and $5.3 million to produce. Bruno Aveillan directed. Pierre Adenot composed and arranged the original musical score and conducted an 84-piece orchestra for the recording, which took place in London’s Abbey Road Studios. The result is a dazzling, allegorical brand history.

The story of Cartier’s 165th business anniversary celebration can serve as a reminder to companies anticipating milestone business anniversaries:

  • Get an early start: Milestone business anniversaries require at least a year of preparation to determine anniversary goals and metrics, develop a business anniversary strategic plan and deploy the strategies and tactics of the business anniversary promotional plan.
  • Ensure that your company’s products and services are showcased in the elements and activities of your business anniversary promotional plan.
  • Make your business anniversary promotions the best they can be since they will reflect your brand.
  • Stage business anniversary promotions that tell your brand’s story visually, making it easier for customers and prospects to enter your company’s world.

What do you think of this GEMS approach to milestones business anniversaries?  Please share your thoughts.

Blogger Bio: Pauline Bartel, M.A., is President and Chief Creative Officer of
Bartel Communications, Inc., an award-winning corporate communications firm,
specializing in marketing, public relations and business anniversary consulting
services. The firm created “The Bartel Years™” and “The Bartel Years 200™,” rosters of business anniversary symbols to inspire two centuries of business anniversary
“sell”-abrations. Download free copies of “The Bartel Years™” and the special
report “The Top 10 Business Anniversary Ideas for SELL-abrating Your Business
Anniversary” at this link: