Cartier. The Maison.

By taking over his master’s workshop, Louis-François Cartier founded Cartier in 1847. Since then, the iconic brand has not only kept up with the times but continues to influence and inspire the tastes of future generations.

A recently released group of four videos makes the point that Cartier has always been more about the future and the present. They are presented in chapters. The voiceover seems a bit over the top, requiring subtitles for most viewers, but the visuals and the story arcs are superb.

Chapter 1
The portrait of a woman who revolutionized contemporary jewelry. A designer who risked it all and invented the Panthère, the pioneering director of a great jewelry Maison. How she became Artistic Director of High Jewelry from 1933 to 1970 and how her trademark “Toussaint taste” went on to influence the most elegant women of her time.

Chapter 2
Destination: London and New Bond Street, Maison’s historic temple and an essential part of Cartier’s DNA. How the English twist was instilled in design and how the British spirit electrifies the Cartier style and elegance.

Chapter 3
Russia is one of the major stylistic influences present throughout the history of Cartier. During his first journey there in 1904, Louis Cartier discovers a world of influences: from enamel work to folkloric headdress, hard stones with new color combinations.

Chapter 4
At the beginning of the 20th century, Louis Cartier discovers Islamic art. A great collector, passionate about art and curious about foreign cultures, he sees the power of stylized yet abstract motifs.

Note: I have no affiliation with Cartier other than being always a fan and a once-in-a-while customer. I bought my trophy watch there and Jacob’s and my wedding bands are Cartier Trinity rings.


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