Currently capturing the global spotlight in the fashion industry, actress Anna Sawai has been appointed as the new ambassador for the luxury jewelry brand Cartier!
She has made headlines with her stunning performance in “SHOGUN: The Great General” and has even received the Emmy Award for Outstanding Lead Actress—truly unstoppable in her ascent.
Why was she chosen as Cartier’s ambassador?
And what kind of brand strategy is Cartier envisioning by bringing her on board?
In this article, we will thoroughly analyze the background behind these developments!
Anna Sawai has been chosen as Cartier’s new ambassador!
Now, let’s take a look at Anna Sawai, who has been chosen as Cartier’s ambassador!
Anna Sawai Shining on the World Stage
Anna Sawai is a Japanese actress from New Zealand, active in both Hollywood and Japanese films and dramas.
Her performance in “SHOGUN: The Great General” has earned critical acclaim, establishing her position as a global actor.
In the 2024 Emmy Awards, she made history as the first Japanese actress to win the “Outstanding Lead Actress” award, further proving her exceptional talent.
She shared her joy of winning the Emmy in the following way:
“I never imagined my face would be on a billboard like this, and it still feels like ‘a pinch me moment’—I feel like it’s too unreal. I’m incredibly happy!”
Source：NHK
Cartier Officially Announces
On September 17th, 2024, Cartier officially announced the appointment of Anna Sawai as their new ambassador.
“I am truly proud to become an ambassador for Cartier. To me, Cartier represents a world of creativity that constantly pushes boundaries, while exploring the beauty of savoir-faire and fostering a unique perspective toward the world.”
Source：PR TIMES
With this announcement, a campaign visual featuring Anna Sawai for the high-end watch “Panthère de Cartier” was also released.
Her elegance perfectly blends with the brand’s sophisticated image, garnering praise from the fashion industry.
Cartier Jewelry at the Golden Globe Awards
Anna Sawai had been an admirer of Cartier jewelry even before her appointment as the brand’s ambassador.
On the red carpet at the 2024 Golden Globe Awards, she showcased her elegance by wearing Cartier’s exquisite jewelry.
In particular, the necklace that sparkled during her acceptance speech was said to be a tribute to her character, Mariko.
Sawai paired her open-chested bustier top with the Cartier Collection necklace known as the “Honeymoon Necklace,” which is part of the La Création Collection introduced in 1996.
Source：Drama & Movie by ORICON NEWS
A Comprehensive Analysis of the Reasons Behind Her Selection and the Brand Strategy!
Next, let’s examine Cartier’s strategy in selecting Anna Sawai!
Why did Cartier choose Anna Sawai?
The main reasons for selecting Anna Sawai as Cartier’s ambassador are her “global influence” and “refined allure.”
She was named one of Time magazine’s “100 Next Generation Leaders,” a testament to her powerful impact.
On the 2nd, Time announced the “100 Next Generation Leaders” — the world’s most influential emerging figures — and chose Anna Sawai, following her Emmy Award win for Outstanding Lead Actress.
Source：産経新聞
Cartier’s ambassador strategy emphasizes diversity and internationality, aiming to boost brand recognition and allure in various markets.
This approach builds relationships with a broad customer base and conveys the timeless value of the brand.
Cartier’s Asia Market Strategy
In recent years, Cartier has been focusing on the Asian market, with a particular emphasis on strengthening its approach in Japan.
The appointment of Anna Sawai is seen as a move to further expand the influence of the global brand. Her elegance and intelligence help accentuate the brand’s luxurious appeal.
Furthermore, the fact that Korean actress Kim Ji-s has been chosen as a Cartier ambassador underscores the brand’s commitment to the Asian market.
Here is a comment from Kim Ji-s when she was selected as an ambassador:
“I am very happy and honored to be able to join Cartier’s magnificent journey and to be part of the Panthère community, where each member possesses a unique individuality.”
Source：PR TIMES
Anna Sawai and Cartier: A Perfect Match
Anna Sawai not only excels as an actress but also demonstrates remarkable talent as a model.
Her poses and expressions brilliantly highlight Cartier’s jewelry, drawing out the brand’s allure to its fullest extent.
Moreover, her personal story—the strong female persona she portrayed in “SHOGUN” and her flourishing international career—perfectly aligns with Cartier’s philosophy of “timeless elegance.”
On a personal note, Anna Sawai is also a devoted admirer of Cartier.
After finishing filming “SHOGUN,” she wanted to express her gratitude to her mother by gifting her something special. She chose a Cartier Love Ring, a luxurious item she reserved exclusively for her most important person, rather than for herself.
Source：VOGUE JAPAN
Summary
Anna Sawai’s appointment as Cartier’s new ambassador is a perfect fusion of her international achievements and the brand’s strategic vision.
Her elegant and powerful allure further accentuates Cartier’s luxurious appeal, leaving a lasting impression on fans around the world.
We look forward to her upcoming campaigns and collaborations!
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