Cartier: The Luxury Watch of Choice
The House of Cartier is the iconic leader in the production, manufacture and sales of some of the most luxurious and valuable timepieces in the civilized world. The reason that they have held this position for over 160 years is due in part to an uncompromising standard of quality set in place when apprentice Louis Francois-Cartier took over this masters business and workshop in 1847. It was not long before his expertise and attention to quality and detail made him one of the best known jewelers of his time. His son, Alfred Cartier, succeeded his father in the business in 1874, further establishing Cartier as a top notch establishment for the monied elite. But, it was not until Cartier’s grandsons, Pierre, Louis and Jacques took over the company that it became a celebrity in its own right, and the name began to bask in international fame.
Alfred Cartier is credited with making the first men’s wrist watch. This came about because the Brazilian pioneer aviator, Alberto Santos-Dumont, complained to his friend Alfred about the cumbersome impracticality of using a pocket watch while flying. In response to this, Alfred designed a flat wrist watch with a square bezel. This watch was very well received not only by Santos-Dumont, but was named ‘The Santos’, and went on to become the watch of choice for many of Cartier’s illustrious clientele.
By the time Cartier signed a contract with Edmund Jaeger to exclusively supply the movements for its watches (1907), with branches in New York, St. Petersburg, and London they were rapidly becoming one of the most successful brands in the world. In the early 1920’s, Cartier formed a joint venture with Jaeger and the European Watch and Clock Company was born. Early models such as the Tank, the Tortue, and the Baignoire are still in production to this day. This is what I mean when I refer to Cartier watches as ‘timeless’.
Today the Cartier corporation is a subsidiary of Compagnie Financière Richemont SA. However, its distinguished history of being the jeweler of choice for Royalty, dignitaries, and celebrities has never waned. In fact, the Prince of Wales is known to have referred to Cartier as ‘Joaillier des Rois, Roi des Joailliers’ (Jeweller to Kings, King of Jewellers). A testament to the pinnacle of success achieved by the brand, Cartier has over 200 stores in more than 125 countries with signature ’boutiques’ in New York, Paris, Tokyo and London.
Throughout the years, Cartier has consistently produced watches of unparalleled excellence and luxury. It has developed many different classic collections for its timepieces. Among them are Pasha de Cartier, Calibre de Cartier, Ligne 21 de Cartier, Santos de Cartier, Tonneau, and of course Tank and Baignoire. So, if you are in the market for a phenomenal piece of ‘wrist candy’, you can rest assured that Cartier has something in one of its many collections to suit your fancy.