The house of Cartier is legendary in the world of luxury and one of the most famous watch brands of all time. It’s hard to overstate the impact of Cartier on the evolution of wrist watches and their popularity.
Cartier’s Parisian Origin
In 1847, Louis-Francois Cartier founded Cartier after taking over the Parisian workshop of his master, Adolphe Picard, and by 1874 his son Alfred had taken over the company. Alfred Cartier’s three sons Louis, Pierre and Jacques would go on to turn Cartier into a globally recognized brand name known for their finely crafted watches and jewelry. Louis Cartier was responsible for some of the company’s most famous watch designs including the Cartier Tank watch, and the Cartier Santos watch. In 1904, Louis Cartier designed the first watch to be worn on the wrist (rather than a pocket watch modified for the wrist.) His friend, Brazilian aviator, Alberto Santos-Dumont wanted a watch for his wrist. At the time, pocket watches were the most common design style but were not practical for use during flight. Despite creating the first wristwatch in 1904, the Cartier Santos watch model wasn’t released to the public until 1911.
In the early 20th century wristwatches were still largely viewed as feminine accessories akin to jewelry. The use of military wristwatches during World War I changed perceptions of the wristwatch. One of the most famous examples is the Cartier Tank wristwatch. Released in 1919, it was inspired by Cartier’s fascination with the armored Renault Tanks used on the battlefield during World War I.
‘Jeweller of kings and the king of jewellers’
King Edward VII of England famously referred to Cartier as the ‘jeweller of kings and the king of jewellers’, and was the first of many Royal houses to issue a royal warrant to Cartier. In 1902, King Edward VII ordered 27 tiaras from Cartier for his coronation. Cartier would go on to work for royalty throughout Europe solidifying its rank as one of the best jewelers of the 20th century. Jewelry wasn’t the only thing that Cartier supplied to royal families, as evident by the British Royal family’s love of Cartier watches. In 1938, Princess Elizabeth was presented with one of the smallest Cartier wristwatches in the world. Princess Diana owned two versions of Cartier’s iconic Tank watch; a Tank Louise with a yellow gold case and black alligator bracelet, and a yellow gold Tank Francaise. Catherine, the Duchess of Cambridge, and Meghan, the Duchess of Sussex, both own Cartier watches. Catherine, the Duchess of Cambridge, has been photographed wearing the Cartier Ballon Bleu watch at numerous events over the years since 2014. The Cartier Ballon Bleu watch was released in 2007, and has since become one of Cartier’s most popular watch designs. In 2015, Meghan, the Duchess of Sussex, purchased a two-tone Cartier Tank watch, and also owns Princess Diana’s yellow gold Tank Francaise Cartier which she received as a gift from her husband, Prince Harry.
Famous Cartier Watch Designs Since 1911
1911 – Launch of Santos de Cartier wristwatch.
1919 – Launch of the Tank watch.
1921 – Creation of the Tank cintrée watch.
1922 – Creation of the Tank Louis Cartier and Tank Chinoise watches.
1926 – Creation of the Baguette watch.
1928 – Creation of the Tortue single pushpiece chronograph watch.
1929 – Creation of the Tank à guichets watch.
1931 – Creation of the mystery pocket watch.
1932 – Creation of the Tank basculante watch.
1936 – Creation of the Tank asymétrique watch.
1950 – Creation of a watch in the form of a ship’s wheel.
1967 – Creation of new watches in London including the Crashwatch.
1968 – Creation of the Maxi Oval watch.
1976 – First collection of Les Must de Cartier vermeil watches.
1978 – Creation of the Santos de Cartier watch with a gold and steel bracelet.
1983 – Creation of the Panthère de Cartier watch.
1985 – Launch of the Pasha de Cartier watch.
1989 – Launch of the Tank Américaine watch.
1995 – Creation of the Pasha C watch in steel.
1996 – Creation of the Tank Française watch collection.
1998 – Creation of the Collection Privée Cartier Paris Fine Watch collection.
2001 – Launch of the Roadster watch.
2002 – Creation of the Tank Divan watch.
2007 – Launch of Ballon Bleu de Cartier watch.
2020 – Launch of the Pasha de Cartier watch collection.
Cartier Watch Ambassadors
While European Royal families may have helped launch Cartier during the early 20th century, it’s the company’s watch ambassadors who are helping to carry Cartier into the 21st century. In 2020, Cartier released the new Pasha de Cartier watch collection and announced that actor Rami Malek, singer Willow Smith, singer Troye Sivan, actress Maisie Williams, and singer Jackson Wang would be brand ambassadors for the newly redesigned watch.
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