Great designs stand the test of time and in the world of horology, few watches have the enduring appeal of Cartier’s iconic Tank model. The Parisian luxury brand launched the Tank over a century ago and 2023 sees the latest addition to the line. The 1996 Tank Française stands out as one of the collection’s high points and was favoured by Princess Diana and later by Michelle Obama and Gisele Bündchen. Building on its success, Cartier has now released the first-ever update to the Tank Française, backed by a star-studded marketing campaign.
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Although Cartier’s distinctive square-faced Tank watch is now seen as a quintessential display of Parisian chic, this wasn’t always the case. The original 1917 release took its design cues from the Renault FT, a tank used by the French Army. A big step in the watch’s popularity came in the ’90s when Cartier released the Française – the first Tank model equipped with a bracelet.
Now, for the first time in 27 years, this model has also been reworked. And for the marketing campaign, Cartier has pulled out all the stops. Guy Ritchie has been called in to direct a short video starring Rami Malek and French legend Catherine Deneuve.
Central to the ethos of the Tank Française is the idea that outstanding designs outlive fashions and Ritchie’s film plays with this concept. Malik, a photographer, crosses paths with Deneuve as they walk the length of the Alexandre III bridge in Paris. They meet in different eras, but in each one her beauty (and her Cartier watch!) is timeless. Mirroring the unisex appeal of the watch, there are masculine and feminine themes and avant-garde styling by the bucketload.
Cartier Tank Française | Image: Cartier
This reworking of the classic Tank Française tweaks the existing design enough to offer something new, but without straying too far from the established aesthetic. The case and bracelet are both updated, with an emphasis on ergonomics and a touch of modernity. The vertical bars on the sides of the case have been altered and the crown inset to make the design feel seamless. The integration of the bracelet reinforces this.
As you’d expect with a unisex-styled watch, the new Tank Française is available in a number of sizes and metals and with a choice of movements. There are small and medium-sized models available in stainless steel or yellow gold – both with quartz movements. The gold reference also comes with an option of inlaid diamonds. The stainless steel version has an additional large model that features a Swiss automatic movement. Depending on the size, metal and movement, the prices range from EUR 3,750 – 5,850.
Cartier Tank Française | Image: Cartier
Cartier Tank Française | Image: Cartier
Cartier Tank Française | Image: Cartier
