Cartier

The beginning of the creative way

Louis-François Cartier was born in Paris in 1819. His family was far from jewelry. His father was the owner of a workshop for the production of gunpowder horns. The little Louis turned out to be a creatively gifted boy and showed an interest in the fine arts.

Despite his mother’s skepticism, his father sent him to be trained by the Parisian jeweler Adolphe Picard. Louis proved to be an able pupil, and in 1853 he managed to open his own workshop, where he began working on private orders.

Cartier’s main customers were ladies of the court, who were bribed by the fact that their brooches or necklaces were unique and existed in a single copy. Louis-François was also a true artist and each of his pieces was marked by elegance and refinement.

A daring approach

He was not afraid of making jewelry in the form of animals or insects, even at the risk of being misunderstood: they were so beautiful that the most high-ranking nobles were proud to wear them at court.

Cartier also invented the use of platinum. This metal was much stronger than silver or gold, so it was able to hold more precious stones, to the delight of ladies and gentlemen.

Cartier’s fame and fortune grew quickly and he became the most popular court jeweler. The business became a family business and in 1898 already his son Louis opened a jeweler’s workshop in Paris, where he worked together with his elder son. The heirs of the Cartier business began to produce watches in precious metals which were a worthy competitor to Swiss watches.

Cartier’s legacy

Cartier would become a supplier to Nicholas II and his court in 1907, following the triumph of the St. Petersburg exhibition. The American branch of the jeweler opens in New York in 1908.

The Cartier trademark and the famous emblem, consisting of two intertwined C’s, were officially registered in 1910. The same year the company launched a rectangular wristwatch that was a design revolution.

Eight years later, the first Tank watches appeared, which were awarded to French officers to commemorate their victory in the war. This series of slim-case watches is still in great demand today, while their design has not changed much since that time.

Cartier fashion accessories and perfume

Cartier came out of the post-war years with a new interpretation of global trends and began to produce functional objects for the business world, as well as luxury items. Pens, lighters and watches became fashionable indicators of position and status.

The company would soon undergo a major overhaul of its manufacturing and marketing policies. In 1972, the Must line of products, including handbags, belts and other accessories, is launched.

The distribution network expanded: Cartier products (apart from jewelry) were now also available in the specialized departments of many large stores. A line of high-end perfumes was launched in 1981: Must, Pantere and So Pretty perfumes.

Today 14 companies work under the Cartier brand, each specializing on production of a certain product: jewelry, perfume, accessories and watches. Brand salons-shops are located all over the world in all big cities. Cartier products continue to grace the collections of royalty and are a symbol of luxury and prestige.

Official website cartier.com

Date of fundation 1847