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In their 2021 Cartier Culture of Design campaign, Cartier used iconic photographs of a number of world-famous celebrity icons, shown wearing Cartier creations in past times. The beautiful range consists of Cartier design emblems: ‘Tank, Trinity, Juste un Clou, Santos, Love, Panthère, Ballon Bleu.’ ‘The Maison’s obsession for pure lines, precise shapes and precious details has led to design objects that defy the decades.’© Cartier 2021

Alluding to the brands timelessness, BENlabs Icon Muhammad Ali is included in the celebrity roster, represented in an iconic photograph by Howard Bingham. Greenlight licensed rights to Ali wearing the Cartier Tank Watch, making this an authentic brand association.