SHORT AND SWEET FINDING AUTHENTICITY NORTHERN GEMS ...

When one thinks of Cartier, they
usually associate it with jewellery.
But that is not the case, is it, for
Cartier has an incredible collection
such as timepieces, clocks, boxes and
décor pieces?
It’s good that Cartier is recognised fi rst as
a jeweller, because every item we create
– whether it’s an accessory, a clock – we
create it with a jeweller’s eye. It goes back
to the quest for elegance and beautiful
proportions; I think that’s the philosophy
of the jeweller, whatever the object.
Increasingly, we see luxury brands
today associating themselves with
lifestyle events. Cartier remains a
loyal sponsor to polo and the recent
‘Travel With Style’ Concourse
d‘Elegance in India. How does the
brand benefi t from such associations?
And how do you ensure your
selection of association maintains the
brand’s prestige and credibility?
We spoke about Cartier’s philosophy
and how we create our pieces. The same
criteria for elegance and style apply
to the values that we want to share
with our customers. The Concourse
d’Elegance in India, for example, is a sort
of metaphor. Our interest in elegant cars
refl ects our values. It’s another way of
communicating who we are.
With the emergence of new luxury
customers in China many luxury
brands have visibly expanded its
market’s presence in the country.
Cartier today is the Number
One luxury brand in China. How
important is that market for you and
how do you see the brand grow?
The Chinese market is incredible, not
just because of the sheer number of
its population, but also through the
dynamism of the economy. For us, above
the economic potential, it’s very interesting
to see an immense culture for jewellery in
China that dates back 5,000 years.
How do you ensure the rapid growth
will not compromise the legitimacy
and credibility of Cartier or dilute the
brand’s image?
We rely on our own values and
philosophy. When Cartier opens a store in
a Chinese city, we show our entire range
of products, the same way we do in our
stores in France, United States or Great
Britian. There’s no difference, and it’s also
about respecting the Chinese client. We
stay faithful to what we are and that’s
the best service we can provide to our
customers worldwide.
We’re also very demanding. We aim at
the most elegant and stylish locations,
to open a store on the most beautiful
boulevard, always representing the best
of Cartier at all times.
With reference to consumers, is there
a difference between the tastes and
style of your Western and Asian
clientele?
As far as I can see, China today is a
market more drawn to classic pieces.
They like diamond jewellery, round
shaped watches, jade. There are also the
culture factors, the taste for yellow gold,
but we are also very successful in white
jewellery. I think also what’s fashionable
is very much linked to the different
stages of economy in society. This is just
the beginning of our presence. Chinese
customers’ taste will probably evolve as
with our collection.
The whole idea of a luxury brand
also translates to exclusivity. How do
you retain that aspect with lessons
learnt from the economic crisis of
two years ago?
Exclusivity has to be meaningful and
rely on really objective factors, such
as craftsmanship and creation. It’s an
extension of being faithful to yourself
during exceptional times. If the style
remains strong and exquisite, you will
always be desirable, regardless of the
economic circumstances.
What is it about Cartier that remains
enigmatic to consumers to this day?
It relies in the paradox I mentioned
earlier. People want Cartier’s creations
to be very Cartier, but at the same time
they wish to be surprised, so this creates
the enigma. To be Cartier all the time
and forever, to continue to search for
new creations and expression; that’s why
Cartier is Cartier.
MAY | JUNE 2011 57