THE HOME OF WATCH CULTURE

If you own a Cartier Pasha – second hand included – you can have it serviced by Cartier FOR FREE. Nix. Nothing. If you own a Cartier Pasha – second hand included – you can have it serviced by Cartier FOR FREE. Nix. Nothing.

If you own a Cartier Pasha – second hand included – you can have it serviced by Cartier FOR FREE. Nix. Nothing.

Fergus Nash

If you’ve been looking for an excuse to buy an older Pasha de Cartier, consider this the sign. In case you missed the news, Cartier have announced that owners of any Pasha model will be eligible for a complimentary diagnosis, service, and optional engraving. You read that right, a Cartier Pasha service for free. Any model, from any year, as long as it bears that ‘love it or hate it’ diving helmet look, alongside the name Pasha. 

Cartier Pasha service for free
A Cartier Pasha from 1985.

The promotion, which coincides with the French brand’s rejuvenation of the line, has somewhat gone under the radar — although that may just be due to the nature of Cartier’s weirdest model. It has all the hallmarks of what should be a staple of watch collecting, with its Gérald Genta design, a brand name packed with heritage, and an origin story full of engaging myths, but its extreme stylisation has caused a powerful ‘Marmite’ effect. While the newer models are much easier to love, with their smooth bezels and overall simplified themes, the expanse of references brought out between the mid 1980s and 2000s each carry something totally unique.

Cartier Pasha service for free

As I’m writing, I’m wearing my own 38mm Pasha de Cartier— a reference 1033 with a gold diving bezel, six o’clock power reserve, and a stunning radial-guilloché centre section. It’s currently losing about six seconds per day, and the bezel has some spots where it’s tough to turn properly. I’d thought a few times about getting it looked at, but I knew that the service cost would blow my proverbial socks off. But now? I’m handing this thing in to my nearest boutique the next chance I get. Only two questions remain: do I want to get an engraving, and why has no other brand done this?

Cartier Pasha service for free

In 2020, amongst mounting global catastrophes, priorities easily shift away from watches. The idea of spending hundreds if not thousands of dollars on giving some love to your favourite mechanical pieces is daunting and, ultimately, unnecessary. While the complimentary service may bring promotional attention to the new lineup of models, there’s no denying that a move like this proves a dedication to their customers, and is a show of faith that Cartier are willing to take some losses for the sake of earning some loyalty. 

Cartier Pasha

We live in an age where planned obsolescence is more common than ever, and even wanting to perform a simple fix, or modification to something you’ve bought, can void all warranty and support from a company. Mechanical watches are often said to last forever, but in truth, they can break just as easily as anything else. For that reason, we need to question whether or not we should be satisfied with a handful of years’ warranty. Ongoing support, within reason, would absolutely elevate the watch world’s reputation for customer service, and surely drive more sales. Hopefully, it won’t be too long before we can see other brands following Cartier’s generous example.

Cartier Pasha

Should you wish to have your Pasha de Cartier serviced, engraved, or both, contact your local Cartier boutique. The promotion will end on January 1, 2021.