Cartier distinguishes itself as the embodiment of artisan workmanship, built upon the principles of timeless luxury. Although the brand has been affected by the global luxury market slowdown, it has maintainedsolid growth by looking beyond the “fleeting fashions of the day” and forging its own path, grounded in its rich heritage and unparalleled craftsmanship.
This year marked the 100th anniversary of the brand’s iconic panther, celebrated in a collection of 56 new jewels. The Panthère collection is the stunning result of Cartier melding its history with innovation, using cutting-edge technology in the creations that bring to life a century of unique achievement.
The emphasis on innovation and creativity was also evident at this year’s Salon International de la Haute Horlogerie in Geneva, where Cartier presented more than 100 new creations (compared to around 20 for most of the other Maisons). It was a clear demonstration of the brand’s leadership and desire to do something new.
Having launched its e-commerce platform in 2013, Cartier’s leadership continues to uncover new ways to invite customers into the brand—from rich and emotive storytelling through video to producing apps that place an emphasis on the passion that underpins the brand’s craft. In its latest campaign, “Going the Distance,” Cartier partnered with the New York Times’ content arm, T Brand Studio, to target its ideal male customer.
With a network of 300-plus boutiques, Cartier’s retail environment is a top priority. Cartier’s brand leaders recognize that allowing customers to be fully immersed within the Cartier world drives both loyalty and demand. Cartier also continues to demonstrate its rarity, history, and artistry by opening unique windows into its living heritage through exhibitions.