One of the most revered names in jewelry, Cartier Monde (French for "World") is also the world's largest luxury jeweler. Cartier is a subsidiary of Compagnie Financière Richemont SA., it operates its own chain of nearly 200 retail stores, including the company's flagship locations in Paris, New York, and London; during the 1990s the company made strong expansion moves, opening in such mid-level markets as St. Louis and Seattle. Nonetheless, Cartier's retail growth remains purposefully restrained. The company has been well placed to capture a leading share of the luxury goods market, which boomed in the late 1990s, despite economic troubles in the Asian region.

History

Cartier was founded in Paris in 1847 by Louis-François Cartier when he took over the workshop of his master. In 1874, his son Alfred Cartier took over the administration of the company, but it was Alfred's sons Louis, Pierre and Jacques, who were responsible for establishing the world-wide brand name of Cartier.
In 1904, the Brazilian aviator, Alberto Santos-Dumont complained of the unreliability and impracticality of using pocket watches while flying to his friend Louis Cartier. Cartier rose to the challenge, designing a flat wristwatch with a distinctive square bezel. This watch was not only a hit with Santos-Dumont, but also with Cartier's many clients. Thus, out of this timeless design, the "Santos" was born. This was the first men's wristwatch (Patek Phillipe made the first wristwatch, but for a woman and as a one-off).
Louis retained responsibility for the Paris branch, moving to the Rue de la Paix, in 1899. He was responsible for some of the company's most celebrated designs, like the mystery clocks (a type of clock with a transparent dial and so named because their works are hidden), fashionable wristwatches and exotic orientalist Art Deco designs, including the colorful "Tutti Frutti" jewels.

In 1907, Cartier signed a contract with Edmond Jaeger, who agreed to exclusively supply the movements for Cartier watches. By this time, Cartier had branches in London, New York and St. Petersburg and was quickly becoming one of the most successful watch companies in the world.

In 1917, inspired by the newly introduced war machines on the Western Front, Louis Cartier designed the most notable Cartier watch, the Cartier Tank watch. This line too has survived, with over thirty varieties now being made.

In the early 1920s Cartier formed a joint company with Edward Jaeger (of Jaeger-LeCoultre) to produce movements solely for Cartier. Thus was the European watch & clock company born, although Cartier continued to use movements from other great makers. Cartier watches can be found with movements from Vacheron Constantin, Audemars-Piguet, Movado and LeCoultre. It was also during this period that Cartier began adding its own reference numbers to the watches it sold, usually by stamping a four-digit code on the underside of a lug. In fact, many collectors refuse to accept a Cartier as original, unless these numbers are present.

In 1972 a group of investors led by Joseph Kanoui bought Cartier Paris. President Robert Hocq, the creator of the concept of "Les Must de Cartier" in collaboration with Alain Dominique Perrin, General Director, began introducing new products representative of the status and quality of the Cartier of the past. In 1974 and 1976 respectively, Cartier London and Cartier New York were bought back. In 1979 the Cartier interests were combined together, creating "Cartier Monde" uniting and controlling Cartier Paris, London and New York.

The company has a long and distinguished history of serving royalty, as well as stars and celebrities. One Prince of Wales hailed Cartier as "Joaillier des Rois, Roi des Joailliers" (Jeweller to Kings, King of Jewellers"). Cartier received an order for 27 tiaras for the coronation of the future King. King Edward VII was crowned in 1902 and in 1904 he honoured the Company with the Royal warrant of supplier to the Royal Court of England. Similar warrants soon followed from the courts of Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt and finally Albania, and also from the House of Orleans and the Principality of Monaco.

Official website: www.cartier.com/