Never stop Cartier

Needless to say, Cartier presented its collections before a packed audience at Watches&Wonders, Asia’s first ever Fine Watch fair. Stanislas de Quercize, who took up his functions as CEO of the Richemont brand at the beginning of the year, began by setting the scene: “Cartier is unique in the world of luxury. Daring, design, artistic craftsmanship and technical expertise, we are constantly pushing the boundaries of creativity to cover every segment, in watches as in jewellery.” He concluded his speech with the affirmation that “we at Cartier are artists whose first duty is to share the timeless and universal values embodied in our products.”

Never Stop Tank

A message received loud and clear, judging by the crowds that packed the Cartier booth throughout the four days of the fair. Much of their attention was focused on the Tank MC (for Manufacture Cartier), unveiled in June and just now reaching the markets. It comes as the latest rendition of a watch imagined in 1917 and whose multiple incarnations ever since have earned it cult status, and the tagline “Never Stop Tank”. Speaking at Watches&Wonders, Stanislas de Quercize expanded on the message: “A watch is a shield that protects against the ravages of time and a standard that flies its wearer’s colours. This generosity and power, reinforced by Cartier’s pioneering spirit, are especially evident in the Tank MC, and also in the longevity of the collection as a whole. We are intent on conveying this spirit because the people who appreciate and admire fine watches also wish to understand them, hence the notion of sharing which I referred to at the opening of the fair. Sharing beautiful creations, jewellery and the métiers d’art. We want people in Asia to discover their dream in Cartier, all the more so as these markets are destined to grow, if only for purely demographic reasons.”

An exhibition in Paris

Understandably, in this light, watches now match jewellery in the company’s sales, “for the emotion and passion that both inspire,” comments Stanislas de Quercize. “This week we’re launching the Tank MC in Asia. Last week we were in Lisbon to show our jewellery. A perfect balance.” No doubt this same balance will shine through in the major exhibition which Cartier is staging at the Grand Palais in Paris, beginning December 4th and titled Cartier: Style and History.

The Grand Palais’ description of the event leaves no doubt that this will be a landmark exhibition: “The fame of the name and the dazzle of the diamonds have perhaps overshadowed the complex, many-faceted history of the great jewellery house, yet Cartier has played a prominent role in the history of the decorative arts. Cartier designs, from classic pieces worthy of the ‘jeweller of kings’ to radical Art Nouveau creations, both geometrical and exotic, are an intriguing testimony to the changes in taste and social codes. Cartier seduced the most elegant personalities of the twentieth century with jewellery, clocks and watches, and refined yet practical objects.” Rendezvous in December…