The relaunched Panthère de Cartier.

Cartier on Saturday and Sunday will launch Panthere Studio, the maison’s first public-facing, experimental activation in the U.S., to promote its recently relaunched Panthere de Cartier watch.

The customized, interactive experience will take place at Indochine, the dining spot and watering hole on the fashion-art-music axis. It’s a bit downtown for Cartier, which last September threw open the doors to its renovated and enlarged mansion on Fifth Avenue, all elegance, symmetry and references to celebrated clients such as Grace Kelly, Elizabeth Taylor and Gary Cooper.

But, Cartier is eager to attract a younger customer and is gearing the pop-up to Millennials. Panthere Studio will feature sharable moments with live DJ performances, social media activations and interactive photo opportunities, including a Panthere “stacking bar” where guests can style their own look with the watch.

Cartier said special guests will be in attendance throughout the weekend, including model, actress and influencer Olivia Culpo who is scheduled to stop by the pop-up on Saturday between 12 pm and  2 pm.

Nothing about the relaunch of Panthere de Cartier has been business as usual. Aside from the pop-up, Cartier recently relaunched Panthere exclusively on Net-a-porter, where it’s been selling since May. It gives the launch a modern twist, available for purchase via app on a mobile phone.

The Panthère watch is also available this month in select Cartier boutiques, including the Fifth Avenue mansion in Manhattan, and the Beverly Hills store, with a worldwide launch set for June.

“We’re coming out of our boutiques and bringing the world of Cartier downtown, to engage with our clients – and future clients, for that matter – where they live, work and play,” said Mercedes Abramo, president and chief executive officer of Cartier North America. “We’re excited to introduce the iconic Panthere de Cartier watch to a fun, fearless new generation in such a unique and experiential way.”

First launched in 1983, the updated Panthère collection comes in 12 styles, in a variety of finishes and two sizes.

The panther has appeared in various forms throughout Cartier’s history, including realistically or graphically designed or simply used as inspiration. Interest in the animal came from the turn-of-the-century safari taken by Jeanne Toussaint and Louis Cartier. In 1904, the suggestion of the panther appeared in jewelry designed with black and white spots; a watch with panther ornamentation bowed in 1914; a double panther ring was created in 1935, and a special order from the Duke of Windsor in 1948 saw an emerald transformed into a panther brooch.

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