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Every object to leave Cartier's workshops be they the ateliers of the goldsmiths and jewel setters, the upholsterers and varnishers, the perfumers, or the watchmakers - during its 150-year-long tradition has become a cult object. And every creation has screamed past the confines of its guild to make history.
This is especially true for the watches of Cartier. From the first water-resistant wristwatch, created by Louis. Cartier for the Sultan of Marrakesh, a passionate swimmer, to today's simple Pasha C and the fairly unchanged Santos, which graced the wrist of aviation pioneer Alberto Santos-Dumont ninety years ago, to the creative and fashionable line Les Must, Cartier has always touched a nerve in its loyal buying public, binding it to the philosophy of the house of Cartier with invisible golden strings.
Trendsetting products give the traditional brand a new lift in whose undertow the fine art of watchmaking hasn't been forgotten. Without a doubt the new Roadster Chronograph is this year's center of attention after the success of last year's Roadster sports watch. But being a sports watch is not the argument needed for a timepiece by Cartier to be successful. Coming
with an assortment of three different bands (leather, metal, and canvas) that can be changed using Cartier's patented quick-change system, this chronograph becomes a stylish companion for every situation.
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The models in Cartier's Private Collection are also welcome subjects for watch collectors, for their shaped movements - conspicuously aesthetic - seem like modern sculptures, making the timepieces into true works of art. Although these watches may seem somewhat too delicate for male Western wrists, they remain an especially discreet example of good taste.
The Tank a Vir and the Tortue fit wonderfully into the company of one of Cartier's new jewelry watches, whose designs were modeled after things found in the sketchbooks of Louis Cartier, adapted just enough to ensure they do not lose their nostalgic charm.
Cartier certainly didn't expect that the models taken from Louis Cartier's sketchbooks would be so successful in this day and age. Periodic peeks into the archives have since been the duties of the product developers, and parallel to the new designs, which have always borrowed one or two details from days of yore, the Parisians are once again specializing in the consistent reinvention of their historical tradition.
New in the Collection Privee Cartier Paris: The Tortue model as a minute repeater in a yellow-gold case, limited to only 25 pieces. Manually wound Caliber 9401 MC is finished exclusively for Cartier by Renaud & Papi.
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Cartier Inc.
Fifth Avenue and 52nd Street
New York, NY 10022
Tel.: 1-800-CARTIER
Fax: 212-753-7250
www.cartier.com
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