Cartier Re-Launches the Tank Française with a star-studded campaign

Cartier Re-Launches the Tank Française with a star-studded campaign

For a brand so inextricably French as Cartier, and for a watch as iconic as the Tank, it’s somewhat surprising that the Tanks Française is a comparative latecomer on the scene. It was initially launched in 1996, and, as is the way with new Cartier designs, quickly became beloved by that generation’s tastemakers. To see more about the history of this so French, so chic watch, read our overview here.

Cartier Tank Française

In 1996 the Tank Française stood out as the first Tank with an integrated bracelet, a feminine watch that bridged the gap between classicism and a freedom of style. So what’s changed now?

Most importantly, the look and the fundamental spirit of the watch are unchanged. It is a Tank, after all, so clean lines and a strong silhouette are part of the package. In the 90s, the Tank Française was a creature of angles and hard lines — the brancards chiselled edges worked in harmony with the links of the bracelet. On this new edition, all that has changed, but the overall look and feel is refined, evolved, and elevated. The brancards are a touch more rounded, the finishes are predominantly satin, to evoke a more lustrous, luxurious feel. The crown has been inlaid to match the brancards. Small changes, but substantial.

Cartier Tank Française

In this initial swathe of releases, we’re treated to seven key releases. Three in steel: small, medium and large (which is powered by an automatic calibre). The other four are gold — and not just any gold, but yellow gold — further evidence that the reign of rose gold, which has dominated watches for decades, is crumbling. The precious metal pieces are offered in small and medium models, in either solid metal or with twin rows of diamonds along the brancards.

Cartier Tank Française

Cartier isn’t in the habit of making a launch like this without enlisting some help, and this time around, they’re evoking the spirit of France with a young American actor, an English director and a legend of the French screen. Catherine Deneuve, Guy Ritchie and Rami Malek. Deneuve a heroine of past and present, an icon of the New Wave stars in this tribute to creative freedom, set on the Alexandre III bridge, straddling the left and right banks of the Seine, wearing an icon that has been the epitome of style, from 1917 to 1996, to today.

Catherine Deneuve
Catherine Deneuve
Rami Malek
Rami Malek

Tech Specs

Tank Française Watch

Reference: WGTA0114
Reference: WGTA0114

Reference: WGTA0114
Movement: Quartz Movement
Case: Small model, 750/1000 yellow gold. Water-resistant up to 3 bar
Bracelet: Yellow gold

Reference: WGTA0113
Reference: WGTA0113

Reference: WGTA0113
Movement: Quartz Movement
Case: Medium model, 750/1000 yellow gold. Water-resistant up to 3 bar
Bracelet: Yellow gold

Reference: WJTA0039
Reference: WJTA0039

Reference: WJTA0039
Movement: Quartz Movement
Case: Small model, 750/1000 yellow gold, diamonds. Water-resistant up to 3 bar
Bracelet: Yellow gold

Reference: WJTA0040
Reference: WJTA0040

Reference: WJTA0040
Movement: Quartz Movement
Case: Medium model, 750/1000 yellow gold, diamonds. Water-resistant up to 3 bar
Bracelet: Yellow gold

Reference: WSTA0065
Reference: WSTA0065

Reference: WSTA0065
Movement: Quartz Movement
Case: Small model, steel. Water-resistant up to 3 bar
Bracelet: Steel bracelet

Reference: WSTA0074
Reference: WSTA0074

Reference: WSTA0074
Movement: Quartz Movement
Case: Medium model, steel. Water-resistant up to 3 bar
Bracelet: Steel bracelet

Reference: WSTA0067
Reference: WSTA0067

Reference: WSTA0067
Movement: Mechanical movement with automatic winding
Case: Large model, steel. Water-resistant up to 3 bar
Bracelet: Steel bracelet

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Felix Scholz

Felix Scholz has spent the last decade covering watches from his home in Australia. Given this, it's surprising that he still struggles with time zones. Over the years he's become a firm believer that less is more when it comes to watch design – except when a rainbow bezel is involved. He's written for numerous titles including Hodinkee, GQ, A Collected Man and more. These days he looks after the Australian edition of Revolution and takes a break from writing about watches to talk about them, as the co-host of OT: The Podcast.

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