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One of the oldest jewelers in the world, catering to the whims of royalty and movie
stars alike, Cartier enjoys a reputation for selling only the finest quality
jewelry and accessories. Nowhere is this philosophy more in evidence than Cartier´s
highly diverse line of wristwatches, many of which are the most recognizable designs
on the planet. From the Tank or Pasha models, to the finest bejeweled creations
for women, there is literally a Cartier for everyone, at almost every price
point.
Cartier was founded in Paris by Louis-Francois Cartier, son of a powder horn
maker. The year was 1847; just four short years later, Napoleon III came to power
and through Countess Nieuwerkerke, the young Cartier was able to become a
supplier to the court, selling Empress Eugenie a silver tea service in 1859. In
the same year, Cartier rented quarters on the Boulevard des Italiens in what
was then the most fashionable neighborhood in Paris. Cartier´s jewelry was
characterized by a light, airy touch, in contrast to the overly formal and overwrought
ornaments of the period.
In 1874, Cartier´s son Alfred took over the business and expanded it considerably.
That included watches, which Louis-Francois had only dabbled in. In 1899, Alfred´s
son Louis Cartier entered the firm. Louis Cartier was a great lover
of mechanical pocket watches and wanted the company to build its own watches.
In 1904, Louis Cartier met the Brazilian aviator, Alberto Santos-Dumont,
who complained of the unreliability of pocket watches in flight. Cartier
rose to the challenge, designing a flat wristwatch with a distinctive square bezel.
This watch was not only a hit with Santos-Dumont, but also with Cartier´s
many clients. Thus, out of this timeless design, the "Santos" was born. Incredibly
enough, this watch is still produced today in much the same form.
In 1907, Cartier signed a contract with Edmond Jaeger, who agreed to exclusively
supply the movements for Cartier watches. By this time, Cartier had
branches in London, New York and St. Petersburg and was quickly becoming one of
the most successful watch companies in the world. The introduction of the Baignoire
and Tortue models (both of which are still in production today) took place in 1912,
followed by the Tank model´s debut in 1917. In 1932, the watertight watch, made
especially for the Pasha of Marrakesh, raised the bar even higher. Needless to say,
the innovations, both in terms of design and technology, continued apace.
In the early 1920s, Cartier formed a joint company with Edward Jaeger (of
the famed Jaeger-Le Coultre company) to produce movements solely for Cartier. Thus
was the famed European watch & clock company born, although Cartier continued
to use movements from other great makers. Cartier watches can be found with
movements from Vacheron Constantin, Audemars-Piguet, Movado and Le Coultre.
It was also during this period that Cartier began adding its own reference
numbers to the watches it sold, usually by stamping a four-digit code on the underside
of a lug. In fact, many collectors refuse to accept a Cartier as original
unless these numbers are present.
In 1942, Louis Cartier died and his successors were unable to continue without
his artistic genius. As a result, the company became financially and artistically
stagnant. It was only in 1972, when a group of investors took over the company and
installed Alain Perrin as its CEO, that the company finally regained lost ground.
Perrin, a former antique dealer, turned the company around. By developing the "Le
Must" line, as well as creating new versions of classics such as the "Santos", Perrin
managed to re-establish Cartier as an innovative and fashionable watchmaker.
Today, Cartier´s best-sellers include the classic "Tank"; the hot and fashionable
"Tank Francaise", a distinctive sports watch similar in concept to the Santos; the
"Pasha", which has become a very fine watch for ladies; and the "Panther", which
features a beautiful bracelet available in 18K gold, stainless steel and gold, or
stainless steel.
Needless to say, a Cartier watch is finished to very high standards. The
cases and bracelets in particular are meticulously handcrafted and exude quality
in every sense of the word. Yet in spite of the famous brand name and timeless designs,
Cartier watches are available in a wide range of prices and styles. If you
are looking for a prestigious name brand that offers a mix of quality craftsmanship
and contemporary styling, one need look no further than Cartier.
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