Cartier demonstrates the same historic depth and know-how for timepieces as its jewellery.
“WOMEN HAVE ALWAYS BEEN the priority at Cartier,” Arnaud Carrez, International Marketing and Communication Director at Cartier, says. But still, for a company so focused on women, they make really brilliant watches for men. There have always been three key pillars when it comes to the philosophy at Cartier: femininity, masculine elegance and endless creativity; and it is through these elements that their watches gain their credibility.
Because we’re not really going to talk about the more feminine watches, we’ll move right to the masculine elegance portion of it. Even when it comes to making timepieces for men, they still maintain the elegance of a jeweller; truth be told, we’re pretty sure Cartier has all the savoir faire (not to mention the resources) to make a pretty good sporty watch, but in order to stay true to their roots, they won’t. Cartier’s relatively new Drive collection is a case in point. Launched last year, the Drive de Cartier was created as a more masculine watch, but even so, it’s so subtle in its delivery it takes the raw, rugged idea of a vintage car and turns it into something more refined, something you would be happy to drive on modern roads. This approach to timepieces dedicated to men seems to have its fair share of fans, as Carrez says the Drive is doing exceedingly well; so well in fact that this year, the cushion shape is back with an extra thin and a moonphase variant.
The next pillar that Cartier is built on comes from endless creativity. The mystery clock is one such example, and this year, there are two new variants, one that exposes the mystery without revealing the secret and another that completely exaggerates it. Creativity with artisanal crafts, some of them centuries old, is also something that Cartier pursued this year with a very cool dial made with fire.