With reality TV now a developed-world cultural epidemic — in fact, we’re just one internet meme involving an Armenian-American rump shy of all-out global twataclysm – Andy Warhol’s “15 minutes” proclamation is beginning to look more prophetic than every loop and ligature ever scored onto cellulose pulp by Orwell and Huxley put together.
But the vaguely Bernie Ecclestonian pop-artist’s most famous time related quote is actually only his second best. The cigar actually goes to this: “I don’t wear a Tank to tell time. In fact, I never wind it – I wear it because it’s the watch to wear.” Were he alive today, it seems likely that Warhol would at least occasionally put aside his love of Cartier’s iconic dress watch, in favour of the Drive de Cartier – a new collection of cushion-shaped, automotive-themed men’s pieces so elegant, it looks set to boost Cartier’s quest to colonise the wrists of perennial high achievers of every discipline.
“The name reflects more than just automotive connotations – ‘Drive’ refers to men’s inner drive as well as the elegance of vintage cars,” Pierre Rainero, Director of Style, Image and Heritage at Cartier, tells Revolution. “Instinct, independence, elegance: these are the qualities of the Drive de Cartier man. He has the mindset of a devoted connoisseur who delights in overturning convention. His true talent is an aptitude for freedom. He appreciates the finer things as much for their own sake as for the pleasure they bring him. The Drive de Cartier is a true radical work of art, a design manifesto, a signature style conveying modernity and inspired by the elegance of vintage cars. It is, before everything, a celebration of art de vivre.”