The luxury house Cartier took advantage of the beginning of 2021 to retrace the history of the brand through its most emblematic creations.
For its latest campaign entitled Culture of Design, Cartier wanted to celebrate the house’s heritage by presenting all the creations that have marked its history. While the Panthère and Santos collections have already been featured in previous campaigns, this one plans to pay tribute to the most iconic objects signed by Cartier.
“We are very proud to present the Culture of Design. We named it so because it was important for us to highlight this culture of design, which is the starting point of our creative process and an integral part of the uniqueness of the House of Cartier,” explains Arnaud Carrez, International Marketing & Communication Director of Cartier.
The top French jeweler thus brings together the jewelry and watches that have shaped the brand and pays tribute to them in this new campaign. The Love and Juste un Clou bracelets, among the house’s most famous creations, form a large part of its history. The Love bracelet was created in 1969 and Just a Clou in 1971 in the United States by Italian-American designer Aldo Cipullo.
“Cartier has always had this openness to the world, which constitutes its DNA. Nourishing itself from international cultures and meeting talents from all over the world is the credo of our icons and many of our creations that have emerged throughout the 20th century,” says Arnaud Carrez.
The timeless Love de Cartier bracelet is the most searched for a piece of jewelry on Google. After passing through the ages, its popularity is not lost, and this symbol of the bond of love continues to seduce. Its “screw head” motifs and its two gold rushes form an alliance of elegance and modernity, which dresses the wrists without distinction of gender.
“It is a transgenerational creation that has the particularity of being suitable for both women and men. An aspect that can be found in many pieces of jewelry at Cartier. Our border is not very tight between masculinity and femininity“.
Since its creation, Cartier has shown unfailing resilience and has been very successful in 2020, thanks to a perfectly orchestrated transition to digital technology. With more than satisfactory growth rates on its e-commerce platform and 270 boutiques around the world, Cartier has established itself in the global luxury goods market as one of the principal leaders in jewelry, watches, and leather goods.
“The year 2020 confirmed the strength and desirability of the House of Cartier. It continues to strengthen its image and demonstrates the dynamism that is essential in the current context. The Culture of Design campaign has a special flavor because it resonates with our times,” said Arnaud Carrez.
Cartier also remains faithful to its commitments, with, for example, its exhibitions at Cartier Philanthropy, the Cartier Women’s Inititiative, and the Cartier for Nature fund, entirely financed by the house, which plans to support projects that promote environmental protection and biodiversity.
“We will zoom in on some of the founding and structuring codes of these objects. This will be a distinctive aspect that will set them apart from previous campaigns, as the creations will be studied individually. On the digital level, we will approach the know-how around these iconic collections and showcase the House’s heritage in a contemporary way,” the house explains.
It should be noted that the House of Cartier is already planning several projects for the year 2021, such as the Dubai 2020 Universal Exhibition, which will present a pavilion dedicated to women from around the world, the major exhibition of the Cartier collection in Paris, not to mention its partnership with the Milan Triennial, signed for eight years, which will allow the Cartier Foundation to exhibit permanently.
Featured Photo : © Cartier
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