Bling enthusiasts: You know you want a Cartier icon, but do you know why?
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Bling enthusiasts: You know y'all want a Cartier icon, but practise you know why?
When the going gets tough, it's tough designs that get going. Cartier's most successful products, for instance, are also its nearly trend-resistant, and their popularity is at present at an all-time high.
Cartier's Panthere watch and Trinity band are among its virtually enduring designs, for expert reason. (Photos: Cartier/Fine art: Chern Ling)
01 Feb 2022 06:30AM (Updated: 09 Jul 2022 01:20AM)
In times of doubtfulness, people reach for the sure. Later all, truisms tin can exist grounding and comforting: Chicken soup is great for colds. At that place will always be a market for gold. Someone will want your Rolex Daytona. Everything is going to exist alright.
It is the things that accept stood time'southward many, many tests that offer us hope that we can survive along with them. Knowing this reveals a large office of how luxury's biggest brands are weathering this tempest. The reason they have such salubrious reserves is because over decades – and even centuries in some cases – they accept mastered the fine art of timelessness.
Given how the by year has been, this is a powerful boon.
According to Deloitte's Global Powers of Luxury Goods 2022 report, creating legendary and iconic products is but as vital as promoting product scarcity and exclusivity where adaptability is concerned.
It stated: "Luxury goods create status that is resistant to the passing of time; and this makes luxury goods, handbags and watches in detail attractive to personal collectors and a secondhand market. In times of doubt luxury collectibles are considered a secure longer-term investment."
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Among these collectibles, there is one make that is successful near to a indicate of (well-deserved) smugness: Cartier. Its brand value has been on a non-stop climb in contempo years, from Us$half-dozen.7million (Due south$8.9 million) in 2022 to US$15 meg in 2020. Information technology was as well last twelvemonth that a Cartier Tutti Frutti bracelet sold for US$1.3 million at a Sotheby's sale, breaking the record for highest toll for any gem sold in an online sale.
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But information technology's not these one-off, loftier jewellery pieces that the bulk have access to, nor surprisingly even want.
Antonio Achille and Daniel Zipser of McKinsey & Company believe that "after a large-scale crisis with a heavy emotional toll, consumer preferences could shift… toward 'silent luxury' – paying more than attention to archetype elements, such as craftsmanship and heritage, and less to conspicuousness and 'bling'."
Not that Cartier ever needed bling to smoothen.
A lot of what makes something iconic is recognisability, and Cartier has achieved this from form alone. If we asked you to picture a rounded square picket with exposed screws on the bezel, chances are high y'all'll be thinking of a Santos or a Panthere. "Love" and "bracelet" are generic words until they're put together, and then an image of a bangle that needs a defended screwdriver to unlock might spring to mind.
Which brings us to Cartier's adjacent asset: Comfort.
The entire point of the Love Bracelet is that it'south hard to take off, giving its wearers some pretty story near beingness locked into love, and then the bracelet had to be comfy plenty to be worn at all times. With this, Cartier essentially extended the jewellery occasion into an all-day, everyday matter.
It'south not just the Dear Bracelet that has been engineered to be worn circular the clock. The links in watch bracelets, the gentle curvature of a sentry face up, the rings' shine edges – every detail has been devilishly looked after.
Moreover, not a single line or stroke could be wasted in the drafting of these designs. Because when the overall shapes are so basic to begin with, it's the minutiae that sets them apart.
Think about how the Tank watch manages to differentiate itself from every other rectangular dress watch on the marketplace. To the casual observer it merely has an athwart case that extends directly into the lugs, but in Cartier'due south words, information technology'due south all about the "purity of the line" and the "accuracy of the shape". Basically, Cartier knows how and when to leave things lonely.
There is a fine line betwixt purity and laziness, merely it's ane that Cartier doesn't tread – it but hunkers down and does the homework. Yes, the Juste un Clou really is "just a nail" as its proper name audaciously declares, but the precision of the bracelet's proportions, together with its representation of freedom and rule-breaking, has fabricated information technology a cult jewellery piece.
Likewise, the Ballon Bleu is non just some other round scout, only an obsessive written report in symmetry. The Trinity ring couldn't have gone on to spawn bangles, earrings, pendants (and in some cases another shape entirely) if Cartier hadn't added perspective and created depth to give dynamism to a familiar form.
Minimalism as a pattern movement only really took off in the 1960s and 1970s, which makes Cartier's much older icons, like the Trinity ring, Santos and Tank watches, all the more remarkable in their longevity. Keeping things uncomplicated also allowed Cartier to introduce a bang-up many variations, through complications, metals, precious stones and jewellery types, ensuring its designs reached as broad a demographic as possible.
Conspicuously, that strategy worked.
Cartier'due south watches and jewellery are worn past men and women young and old, by celebrities and by normal folk. All because the make was smart enough to see itself as a designer beginning and watchmaker/jeweller 2nd.
Merely similar people, long-lived things have stories to tell. And Cartier has ensured that its story can be told again and again, in dissimilar guises, and across the generations. That'southward the beauty of icons – they never get old.
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