Cartier launches its heritage timepiece, the Tank Watch with a new Snapchat AR lens. With the new lens, Snapchat users can virtually try on the fourth iteration of the 106-year-old Tank watch. Users can also purchase the watch through the AR lens. Additionally, the lens lets users learn some of Cartier’s history.
“Times change but the elegance remains the same,” says senior Vice President and chief marketing officer of Cartier, Arnaud Carrez. “That’s what we tried to express in an immersive way thanks to our partnership with Snap, which put augmented reality at the service of the discovery of the new Tank Française.”
Tank Watch AR Lens: Take A Stroll Through Cartier History
The Tank Watch AR lens takes users through the history of Cartier starting in 1917. From there, users can tap to discover important time periods in the luxury watchmaker’s history. The lens shows users company achievements from 1936 and 1977 before arriving in present day.
“Snapchatters can discover the collection and see Paris over the years, as well as try on the newest Tank Watch themselves,” says the company in a statement.
“Our technology opens up previously unimaginable creative possibilities, helping to make the luxury industry even more personal, accessible and practical,” says Geoffrey Perez head of global luxury at Snap.
Various companies are partnering with Snapchat to bring new AR lenses to the platform. In November, Disney and Snap partnered to create an Avatar: The Way of Water AR lens before the movie’s release. Snap and Amazon Fashion recently came together to offer Snapchatters a new virtual try-on experience. Likewise, Chipotle launched a Snapchat AR lens in January to promote wellness and offer meditation prompts. Similarly Vogue and Snap are hosting Vogue X Snapchat: Redefining The Body, an AR fashion exhibit, on Regent Street in London through early March.
The new Tank Watch AR lens can be accessed through Cartier’s profile page.