Description
It is appropriate that one of the world’s most luxurious watch brands still bares the family name that created the brand, as its growth truly was a family affair. Cartier was formed in 1847, when the first Cartier took over the workshop of his master, later passing control onto his son who moved the shop to the jewelry district in Paris. The third generation truly made Cartier a worldwide brand when the three grandsons set up shop in Paris, London and New York. The innovative use of platinum by Louis Cartier inspired King Edward VII to entitle Cartier, the “Jeweler of Kings, King of Jewelers.” Louis also created one of the world’s first wristwatches for men after his pilot friend Alberto Santos-Dumont requested a practical watch to wear in his dirigible. The modern Santos Cartier watch owes its existence to this beginning. While the Santos watch was innovative, in 1919, Louis created the watch that Cartier is most renowned for producing, the Cartier Tank, inspired by the tanks of World War I. While the tank’s overall shape reflected the rectangular shape of the military tank, it was the watch’s Art Deco embellishments that made it an enduring favorite of world renowned personalities and people of influence. A Cartier Tank watch continues to attract enthusiasts smitten with its old-world charm, luxurious refinements and unusual shape. When the last of the three brothers died in 1964, the Cartier company was divided up. While the original family was no longer involved, the Cartier brand’s influence did not fade. Individuals and groups of investors alike revived the brand and continued to explore new ways to introduce luxury to their products. In 1988, the Cartier group purchased the greater part of watchmakers Piaget and Baume & Mercier holdings and in 1991, Cartier established an international foundation to encourage the art of watchmaking. While Cartier is known throughout the world for luxurious jewelry and refinement, the company never lost its love of fine watch making, which is why watch enthusiasts continue to be attracted to Cartier.