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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 new "Tank Francaise",
a sports watch similar in concept to the Santos; the "Pasha", which has become a
very watch for ladies; and the "Panther" which features a highly distinctive
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 further than Cartier.
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