French Luxury Jeweler Cartier Sponsors CNN's New 'Ones to Watch' [VIDEO]

French jeweler Cartier is the primary sponsor of CNN's new "Ones to Watch" feature series, which profiles up-and-coming artists. Cartier's integrated advertising campaign includes TV spots on CNN International, CNN U.S., CNN en Español and CNNArabic.com.

Cartier designs, manufactures, distributes and sells high-quality jewelery and watches. Founded in Paris in 1847 by Louis-Francois Cartier, the company maintains its headquarters in Paris and is now a wholly owned subsidiary of Compagnie Financière Richemont.

According to Luxury Daily, the jewelry house selected CNN to be promote its high-quality content in an effort to benefit from CNN's reach among a global audience, especially male luxury consumers. The first episode of "Ones to Watch" aired on October 10. It will be a monthly show that focuses on discovering emerging artists and their work around the world. "A master of a particular craft, whether dance, music, film, architecture or fine art, will pick those who should be followed, and explain why their success makes them someone to look out for."

Cartier has been praised with a more forward-thinking approach when it comes to modern media, as compared to many of its luxury industry colleagues. Cartier has not only embraced online sales of many of its products, but it has also dedicated serious resources to exclusive digital advertising and marketing campaigns.

In between episodes, consumers can tune into a dedicated microsite for content, for which Cartier is the sole sponsor. On the site, Cartier's "Shape Your Time" campaign is running, prompting consumers to watch the social video, which aims to redefine the "limits of time" by highlighting its watch-making skills.

Cartier's social films tend to focus on its women's jewelry, so this video indicates a ramped-up effort to attract male consumers. The launch of this campaign with CNN ties into the house's efforts during Watches & Wonder exhibit in Hong Kong, where it featured men's timepieces.

Watch the video below!