Luxury Watches Galore
CARTIER : AN HISTORY OF INNOVATION AND CRAFTSMANSHIP
Written by Mariam Ba
I.The incredible story of Cartier: the jeweller who became the king of watchmakers
Cartier is part of the highly select club of emblematic luxury brands .Founded in 1947 in Paris by Louis-François Cartier .The brand is timeless, elegant and sophisticated by enhancing craftmanshift , prestige and exclusivity. In 1859, the luxury house opened its first boutique in Paris at 31 Rue Montorgueil which allowed Cartier to begin building a reputation among Parisian aristocrats and royal members .In 1899, Cartier opened a boutique in the prestigious Rue de la Paix. This soon became the Cartier headquarters and the place from which the three Cartier brothers planned their expansion. At this stage, luxury watches were not yet part of the brand's catalog.
Cartier's boutique at Place Vendome
Cartier's first steps in watchmaking
1904 represents the creation of the First modern men’s wristwatch : the famous Cartier Santos . This revolution had been possible thanks to the Brazilian aviator :Alberto Santos-Dumont who struggled with pocket watches which were the norm at this time. To respond to his friend needs. Cartier created the watches revolution with The Cartier Santos which remains one of the brand’s most iconic collection today.Therefore, Cartier represented a perfect choice to analyze the importance of branding in the luxury watches industry for its particular branding.
The iconic Cartier Santos
II. Market Positioning of Cartier in the Luxury Watches Sector
Craftsmanship and Timelessness
The luxury house is a key player in the watch market, where it occupies a distinct and strong position balancing between innovation, legacy, and timeless sophistication thanks to different factors. Moreover, Cartier implement a strong branding based on the storytelling of their products.
Branding is essential in every sector , especially in the luxury industry where it represents a key foundation. Luxury brands tell a story about their houses so having a good branding is in this case essential. In branding, storytelling is also essential. The brand offering's narrative capitalizes on its distinctive qualities: The topics you want the audience to remember are touched upon in a solid plot. Furthermore, narrating stories evokes feelings, which can increase a brand's attractiveness. The watchmaking industry is a prime example of a field where narrative is crucial.
Through their story, Cartier offers a wide range of watches, from the sophisticated classics like the “Tank" and “Santos" to more contemporary collections like the "Ballon Bleu" and “Clé de Cartier". They are known for precision and collectible timepieces with high investment value.
Cartier’s Ballon bleue
Also, Cartier’s history and affluent clientele is a key component of its brand positioning. King Edward VII of England has granted the brand a royal warrant, which strengthens its royal heritage and ties it to the upper class. Royals, celebrities, and high-net-worth individuals are among Cartier's premium clientele, which supports the brand's leading position in the luxury market .
Accessibility and Global Reach
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Cartier has made a significant global impact with almost 200 retail locations worldwide in regions like Asia , Europe and the Americas. Because of its extensive reach, the brand is able to reach wealthy consumers all over the world, guaranteeing that its magnificent creations are accessible Cartier's stores are ideally situated in upscale areas and act as sophisticated displays for the brand's renowned watches and jewelry, drawing in affluent clients.
Additionally, the company supports e-commerce by offering a platform that enables customers to browse and buy the things they want from the convenience of their homes. The brand is more accessible and meets the tastes of contemporary luxury buyers.
However, the luxury watch industry still a very competitive market . In fact, there are several renowned brands, each with its unique characteristics like Bulgari with iconic watches like the Serpenti or Rolex and Patek Philippe unlike Cartier, exclusively watchmakers.
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Leveraging Celebrity Endorsements
Cartier may be based on history, but there's an emerging desire to appeal to a larger and younger clientele too with ambassador like Angelina Jolie or Willow Smith .
Willow Smith as a Cartier Ambassador
Strategic development Axes
Moreover ,Cartier wishes to contribute to today's society through its strong commitments like sustainability and inclusivity. In France, for example, Cartier has launched a number of initiatives, including the Fondation « Cartier pour l'art contemporain, » created in 1984 with musical performances such as the concert by conductor Simone Menezes and the Cartier Women's Initiative, to be held in Paris .
III. Cartier's Social Media and online Presence
Brandwatch permitted us to count more than 133 000 mentions of the brands in 30 days.
Cartier is also very active on different socials platforms like instagram and Facebook where they create sophisticated content
Cartier's Instagram Account
Their consumers mostly react about quality and craftsmanship , they often refer to Cartier’s watches as symbols of prestige and success.
However, one of the primary sources of negative sentiment is related to Cartier’s high price points, which some consumers feel limits access to their products. Terms like “expensive” or “overpriced” are occasionally mentioned, particularly by potential buyers who are new to luxury watches or feel excluded by the brand’s pricing.
REFERENCES
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“L’histoire de Cartier : De La Joaillerie à l’Horlogerie | Magazine Chrono24.” Chrono24.Fr, 2020, www.chrono24.fr/magazine/lincroyable-histoire-de-cartier-le-joaillier-devenu-le-roi-des-horlogers-p_68332/. Accessed 17 Nov. 2024.rédaction, La.
“Cartier : Positionner l’Image d’Une Marque de Luxe Entre Tradition et Modernité.” HEC Stories, 20 Dec. 2022, hecstories.fr/fr/cartier-positionner-limage-dune-marque-de-luxe-entre-tradition-et-modernite/.
“Montres Santos de Cartier - Tous Les Modèles de Montres - Cartier, Cartier® Official Website, 2024, www.cartier.com/fr-fr/montres/collection-de-montres/santos-de-cartier. Accessed 8 Oct. 2024.
“The History of Cartier | Rich Diamonds.” Rich Diamonds, www.richdiamonds.com/inspiration/ the-history-of-cartier.
“Willow Smith Talks Growing as a Creative in Cartier’s Latest Campaign | Harper’s Bazaar Arabia.” Harper\'S Bazaar Arabia, 23 Sept. 2020, www.harpersbazaararabia.com/fashion/watches- jewellery/willow-smith-talks-growing-as-a-creative-in-cartiers-latest-campaign. Accessed 8 Oct. 2024.
Xaif. Detailed Marketing Strategy of Cartier - 2022 - IIDE. iide.co/case-studies/marketing-strategy- of-cartier/.