View Source: Cartier

!!Brand Overview
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Cartier, a luxury jewelry and [watch|Watches] brand, was founded by Louis-Francois Cartier in 1847. Among the major Cartier's contributions into the history of timekeeping became the invention of the first wristwatch the deployment folding clasp. The present-day Cartier watches are based upon the heritage of ideas, patents and designs left by the Company's founder.
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!!Brand History
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[Upload:lavrov/6b84040dd2a5a636cd49fdab8e9c351c_tn.jpg align=right hspace=5 vspace=5 pop=yes]The history of the Cartier brand started in 1847 when *Louis-Francois Cartier*, at the age of 28, founded his jewelry business in Paris, having taken over the great experience of the master watchmaker, *Adolphe Picard*. Cartier, soon appreciated as one of the best French jewelers, managed to become the supplier to the royal court. Cartier's first workshop fulfilling the private customers� orders appeared in 1853, followed by the opening of the first shop six years later - in 1859.

In 1874, the son of Cartier's founder, *Alfred Cartier*, became his father's successor and took over the company. He was determined to expand the business, and get involved into watchmaking, in particular. The Alfred's initiative was supported by his son, named Louis after his grandfather. Louis, being a gifted goldsmith and businessman, joined the business in 1899. He was greatly interested in mechanical pocket watches and wanted to concentrate upon developing watchmaking innovations.

Louis Cartier's genius brought the Company universal fame. He managed the Cartier office in Paris and was successful in expanding the business internationally in rather a short period of time, having opened a branch in London in 1902 and a branch in New York in 1909.

Louis Cartier gave birth to the distinctive style of Cartier jewelry and watch pieces. Cartier innovative yet classic style has mixed well-established traditions with the latest novelties and not only influenced but created the jewelry and watchmaking fashion trends. One of the prominent examples of Louis Cartier's innovative ideas is the union of diamonds and platinum - over time Cartier platinum timepieces embellished by diamonds entered the list of most highly-demanded and appreciated Cartier's jewelry pieces.

The year 1904 marked the highlight in the history of the *Cartier House*. Louis Cartier invented a wristwatch for a Brazilian aviator and his close friend, *Alberto Santos Dumont*, who left the priceless legacy to the aviation field. The Santos Dumont's watch was meant to be worn at a leather band, featuring a small buckle. Louis Cartier realized his friend's dream - to have a timekeeping device that would offer comfortable timekeeping during flights. Having a distinctive square bezel, the timepiece won the hearts of numerous Cartier clients and consequently initiated a famous Cartier watch line - "Santos". Santos watches are still in production today.

In 1912 the thorough research undertaken by Louis Cartier resulted in the development of renowned Cartier mysterious clocks. These clocks were distinguished due to hands that gave the impression of floating as they showed no link to the movement.

The following period marked the appearance of new Cartier watch models popular till nowadays - these were the 1912 Baignoire and Tortue models and the Tank which debuted in 1917. The house introduced ladies' watches embellished with original panther or leopard spots. _Cartier Pasha_, developed to fulfill the order of the _Pasha of Marrakech_ entered the world of watchmaking in 1932. The watch's peculiarity lay in its water-resistance - water resistant timepieces were rarely developed in those days.

In the 1920s Cartier and *Edmond Jaeger* signed a promising contract. Cartier's new partner was commissioned to supply high quality movements for Cartier timepieces. Meanwhile, Cartier continued to equip its timepieces with reliable movements produced by other great makers. In the same period of time Cartier started to add its own reference numbers to the watches - the underside of a watch's lug was stamped with a four-digit code. Today the presence of these numbers is one of the reliable ways for Cartier collectors to distinguish authentic Cartier watches.

In 1942 Louis Cartier passed away. His successors did not manage to maintain the same financial and artistic level and the company faced the period of stagnation till 1972. Then, the Cartier Company gained the support provided by a group of investors and Alain Perrin took the position of Cartier's CEO. Mr. Perrin, who used to work as an antique dealer, gave the company a new start. The brand has reestablished its prestigious reputation among most innovative and fashionable watch producers.

The year 1977 witnessed the introduction of _Tank Must de Cartier_, the first vermeil watch with a contemporary-styled dial powered by a mechanical movement. The following year classic Cartier watch - the Santos - acquired a new distinctive design - an unforeseen combination of steel and gold later inherited by a great deal of other Cartier creations. The brand's designers came up with one more major peculiarity - they did not hide the screws on the bezel and strap of the innovative Santos watch.

In 1985 Cartier designers took once again a wise step - they gave a new birth to the 19th century Pasha watch and there appeared a timepiece with round-shaped 18 carat gold case, double retractable protection crown, giving the advantage of water-resistance to 100 meters.

The year 1989 was marked by the creation of a new Cartier watch model based upon the Tank line. It was named the _Tank Americaine_.

In 1995 there was introduced one more successful Cartier timepiece - _Pasha C_, a sporty-styled watch with a massive case to be worn on any occasion. The following year saw the appearance of the timepiece which became a recognized classic in the area of luxury watches - the _Tank Francaise_.

In 1998 Cartier watchmakers developed the *_Collection Privee Cartier Paris_*, reflecting time-honored traditions and innovative technical and aesthetic art.

In 2001 Cartier marked the turn of the century by launching an automobile-inspired timepiece - the Roadster. The year 2004 brought the 100th anniversary of the legendary Santos de Cartier. To celebrate the occasion, Cartier produced three new watch models - _Santos 100_, _Santos-Dumont_ and _Santos Demoiselle_.
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!!Recent Collections
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The most recent watch collections developed by the House of Cartier reflect the rich heritage left by the brand's founder and his grandson.  Cartier still produces its famous watch lines that were introduced during the initial stages of the brand's history, having subjected them to changes dictated by the innovative spirit and technical improvements.

Among the most highly-demanded Cartier watch lines there are *_Tank, Santos, Tank Francaise, Pasha, Roadster_* watch models developed in numerous variations. Cartier watches, powered by high-horology-realm movements, are characterized by meticulously handcrafted cases and bracelets available in a variety of styles.

!!See also
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* [TAG Heuer]
* [Audemars Piguet]
* [Vacheron Constantin]
* [Omega]
* [Rolex]
* [Patek Philippe]<br>

!!External Links
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[Cartier Official Website | http://www.cartier.com/en_eu/Cartier]<br>
[The Story of Cartier Family Business | http://www.euro-replica.com/cartier_luxury-p.html]<br>

!!Category
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CategoryBrandProfile
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