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House of Cartier: timeless and innovative

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Cartier is a French luxury brand that was founded in 1847 by Louis-François Cartier. Since its inception, the brand has evolved to become one of the world's leading luxury jewelry and watch brands, blending French elegance with Swiss craftsmanship. Cartier has a rich history and has established itself as a leader with innovative, elegant, and timeless pieces. In 1902, the brand opened its first boutique in London and the House soon began producing timepieces for members of the British royal family. 

In 1904, Cartier launched its first wristwatch. It was an immediate success and seduced the general public, although this concept, still innovative for the time, was initially intended for the aviator and friend of Monsieur Cartier, Monsieur Santos-Dumont. The latter complained that he could not read the time in flight with his pocket watch. The emblematic Santos watch was thus born. This was followed by the creation of other iconic wristwatches, such as the Tonneau watch in 1906, the Tortue in 1912, the Tank in 1917, and the Bathtub in 1957.

In 1967, a new fantasy was born in London. The Crash de Cartier watch, with its case as unusual as its story, was designed by Jean-Jacques Cartier. Indeed, a customer who had been in a car accident came to have his watch repaired, as it had been disfigured by the impact. Seeing the watch in this condition, the watchmaker decided to recreate the design and the Cartier Crash became the symbol of the free and innovative spirit of the luxury house. Produced in a limited series, it is now discontinued and can only be found in preowned stores or at auction. 

Cartier did not stop there in terms of innovation and is also at the origin of the folding clasp. This particularly elegant system is a closure common to great watchmaking manufacturers, which allows the watch to remain attached to the wrist if the clasp unfortunately opens. Cartier still produces all its own watch straps today. 

At present, the watchmaking part of the company is located in Switzerland, in La Chaux de Fonds, the cradle of watchmaking, a few steps away from Girard-Perregaux and Jaquet Droz.

All these innovations, and the high quality of its jewellery and watches, have made Cartier internationally renowned. Not only the British family but also many European kingdoms called Cartier for its jewellery expertise. Edward VII of England said that Cartier was "the jeweller of kings, and the king of jewellers", and indeed, Napoleon III, Nicolas II, but also the courts of Spain, Belgium, Greece, or Monaco called upon this great house of prestige to produce the royal ornaments. 

Over the years, Cartier has maintained its image as a leader in the jewellery industry, in particular thanks to innovations and a modern artistic direction. We can mention the LOVE bracelet by Cartier, which is undoubtedly one of the most famous creations in the history of jewellery. The LOVE bracelet was born in 1969, during the Peace and Love movement. The designer Aldo Cipulli created a modern and timeless piece of jewellery, made up of two separate parts, which could only be assembled and sealed with the screwdriver supplied with the jewel. From Cartier's LOVE was born a magnificent allegory to love: a strong link that unites two independent pieces. 

Timeless and innovative, Cartier continues to inspire and create new high jewellery and watch products over the years. Today, the company is one of the world's largest and is renowned for its quality and inimitable style.

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