Indestructible Cartier

When did you feel the need to vertically integrate watch production? From an early stage we were equipping the Must watches with quartz movements, which were the perfect technology for these younger, more affordable collections that matched the mood of the day Same thing for the Panthère In those days, women didn’t worry too much about the movement inside their watch, as long as it was reliable.

It wasn’t until 1997, for Cartier’s 150th anniversary, that we began to phase out the various Must lines to bring the entire production back under the Cartier name Times had changed, and Cartier was once again basking in the aura of a prestigious brand This is more or less when we came back to watches with mechanical movements.

We needed to show that Cartier had its rightful place in this aspect of watchmaking and that we were very much a part of that tradition. . Source