French jeweller and watchmaker Cartier is ushering in the holidays this year with a 13-metre-high (43-foot) Christmas tree, set against the panoramic backdrop of Hong Kong’s Victoria Harbour, at the K11 Musea promenade in Kowloon. The tree was unveiled on November 26 during a lighting ceremony that was attended by the city’s glitterati, who took in a range of festive performances. Twenty choirboys kicked things off with a series of songs that delighted the audience. Things then moved into high gear with jazz music, a six-year-old beatboxing prodigy and parkour stunts that captivated and surprised the assembled guests. Adorned with giant red and gold baubles, the dazzling tree will be on the waterfront until January 2. Daily light displays will embellish the tree and the piles of wrapped gift boxes beneath it, while musical interludes will showcase up-and-coming local singers, a cappella groups and bands. The musical performances will take place at 3pm on weekends, providing plenty of photo opportunities for shoppers and passers-by, who will also get the chance to pose with Cartier’s beloved bellboys, clad in their signature red uniforms. A Cartier present is something to cherish forever, which is why the brand has long been synonymous with luxury gifting during the festive season. To cap off its global holiday campaign, Cartier enlisted some of its best known celebrity friends, including Lily Collins, Monica Bellucci, Troye Sivan, Jackson Wang and Willow Smith, for Love is All, a short film shot in Los Angeles, Paris and Shanghai. Directed by British director and fashion photographer Charlotte Wales, the video features the talented performers joyously dancing to Love is All , a pop song composed in the ’70s by Roger Glover and Ronnie James Dio. “It’s a part of the Cartier philosophy to believe that we are stronger and more authentic together, and that’s why we have gathered this inspiring community of artists who embrace life with a sense of celebration,” says Cartier’s chief marketing officer Arnaud Carrez. “Together, they seem to defy gravity through Cartier’s red box, which they have filled with a sense of joy.” Cartier is also inspiring some festive goodwill by reaching out to those in need in the local community. Embracing the virtues of compassion and generosity that’s often associated with this time of year, the brand has partnered with three social enterprises (Codesmine, Open House and Happy Baton) and six NGOs (The Hub Hong Kong, Treats, Food Angel , Playright Children’s Play Association, Hong Kong Blind Union and Wise Angel) to curate and distribute presents such as educational toys, books and handmade soaps to underprivileged children, disabled students and the elderly. “Over the years, Cartier has mastered the art of giving. This is a sentiment that is very close to our hearts, especially during Christmas,” said Nigel Luk, the regional managing director of Cartier North Asia, at the lighting ceremony. “There are still many people in Hong Kong who are facing bleak times. To start the celebration, the Cartier Christmas tree will be a beacon of hope [that we can] live in a community lit by love for all.” This article is presented in partnership with Cartier.