In 2024, Cartier continued its partnership with Yeo Workshop to promote the Maison’s legacy and amplify the voices of Southeast Asian artists and entrepreneurs. While the centenary of the Trinity ring was a key milestone, our collaboration extended beyond this iconic piece, focusing on broader initiatives to engage a younger, art-conscious audience and strengthen Cartier’s connection to the local creative community.
Throughout the year, we curated a series of impactful events and activations that celebrated both the brand’s heritage and its commitment to the arts. These initiatives not only helped to rejuvenate the image of Cartier but also aligned with the brand’s ongoing focus on universality, love, and creativity.
Key highlights included:
- Art Patrons Society Dinner: In April, Yeo Workshop and Cartier facilitated an intimate dinner with artists, collectors and art enthusiasts in support of women and art. The dinner was preceded by a thought-provoking conversation featuring artist Anum, Yanina Novitskaya, Cartier SEAO’s CEO, and Krystina Lyon, an art historian and collector, where themes of art, leadership, and the future were discussed.
- Training for Cartier Employees: In July, we held a session focused on the art market and the role of galleries, empowering Cartier retail staff with the knowledge to engage clients about the Singapore art scene. This initiative not only helped elevate the customer experience but also fostered a deeper connection between the brand and its community.
- Pop-up Activations: In celebration of Cartier’s Trinity 100 project, we executed Jerome Sans’ curation of the diverse group of creatives whose work embodies the Trinity ring’s meaning. As the logistical backbone of Singapore’s Trinity celebrations, Yeo Workshop fostered direct relationships with the creative community while promoting the values behind the Trinity ring.
Cartier’s continued collaboration with Yeo Workshop helped to weave art into the fabric of the brand in a way that resonated across creative fields. By connecting with local artists, entrepreneurs, and the broader art community, Cartier wasn’t just reinforcing its luxury status—it was embracing its role as a true champion of contemporary art.