Cartier Jewelry Company Documentary
Cartier Jewelry Company Documentary
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00:00 The year was 1847. The monarchy of King Louis Philippe was slowly crippling, and France
00:09 was under a turbulent phase change. Amidst these uncertain times, a young and determined
00:16 27-year-old watchmaker excelled in his skills well beyond his mentor's desire. This young
00:24 master named Louis François Cartier took over his master Adolphe Picard's workshop,
00:31 rendering it to something far special. And thus, Cartier was born.
00:38 Hey and welcome to The Rich Rabbit. Today we're going to talk about the prestigious
00:43 brand Cartier and its rich and illustrious history.
00:49 With such humble beginnings, no one could have imagined that one day, Cartier would
00:54 be the most prestigious name in jewelry and luxury items.
01:00 As the kingdom of King Louis fell, and France marked a new beginning with the rise of the
01:05 Second Empire, people were generally more open to newer and fresher ideas.
01:13 Investments seemed to perfectly fall in place for this new innovative watchman, as his business
01:19 steadily grew over a decade, and in 1859, the first Cartier boutique was opened.
01:27 In 1874, Louis François' son, Alfred Cartier, took charge of the business. Alfred's business
01:36 acumen was far more advanced than that of his father, and it was his ambition to grow
01:42 the business quickly. Due to Alfred's vast connections and strong
01:47 reputation, he was able to introduce Cartier into the royal houses of Europe and beyond,
01:54 with Cartier's design being particularly popular with King Edward VII.
02:00 The luxury brand enjoyed immense success in the late 1800s, and eventually opened a showroom
02:06 in Paris' Rue de la Paix area in 1899. While Alfred was successful in establishing
02:14 Cartier as the go-to choice for the French elite, it was his three sons, Louis, Pierre,
02:20 and Jacques that would bring Cartier to a global level.
02:25 They propelled the brand into the giant that it is now, with more than 200 stores in over
02:32 125 countries. The brothers ended up setting three of their
02:38 signature maisons in the three most powerful cities of the world, including Paris, New
02:44 York and London. All three played their part in the brand's
02:48 success with their own unique strong suit and character.
02:53 Louis, the oldest son, established trusting relationships with a number of extravagant
02:59 yet philandering men in and around Europe. Pierre, the second son, was a born networker
03:07 with a knack for understanding the desires of the elite.
03:11 After marrying a wealthy American socialite, he set his sights on bringing Cartier to New
03:16 York. Two specific jewels would ultimately ensure
03:21 Cartier's premier status in New York, the Hope Diamond and a rare double-strand pearl
03:28 necklace. Pierre purchased the infamous Hope Diamond
03:33 and quickly went on to offer it to a wealthy socialite, in which a very public negotiation
03:40 ensued that dominated tabloids. Years later, Pierre used the stunning million-dollar
03:47 pearl necklace to snag a coveted piece of real estate on Fifth Avenue, which would become
03:53 the Cartier townhouse. Jacques Cartier was the youngest brother and
03:59 the least interested in jewelry at first. He originally aspired to be a Catholic priest
04:05 until he met Nelly Harjes, an heiress whose father worked with J.P. Morgan.
04:12 Nelly's family, unconvinced of Jacques' suitability, persuaded the couple to go their separate
04:18 ways for one year. If the couple still wanted to marry at the
04:22 end of the year, the family would support it. To distract himself from the prolonged
04:27 separation, Jacques immersed himself in his work.
04:32 His part of the global map was England and the colonies, so he travelled to India and
04:38 made connections with gem-loving Maharajas and immersed himself in the jewelry.
04:43 His travels helped to inform Cartier's signature Eastern-influenced aesthetic.
04:50 In this continuous evolution of the company, Cartier had gained its name for its perfection
04:56 besides making fancy pieces. As the time passed, the history of Cartier
05:03 got richer and much more significant. Adding to the elegance, some of the most unprecedented,
05:11 bold and fresh designs become the speciality of the brand.
05:17 Many compared Cartier's designs with poetry of some of the best writers.
05:23 The original designs, including tutti-frutti necklace and bracelets for the Maharaja of
05:27 Patiala, kept you astounded with their creativity and elegance.
05:33 The graceful yet lightweighted Belle Epoque garland necklace in platinum for King Edward
05:39 VI and the big-cat jewels for the Duchess of Windsor were considered of unworldly beauty.
05:47 Such inspirational and revolutionary ideas are what define Cartier even to this day,
05:54 with its worldwide operations in more than 200 stores in 125 countries.
06:02 In 1942, things took a dark turn for the company, as Louis, the company's then leader, passed
06:09 away. His ideas and imagination grew the brand into
06:14 what it is today, as the company did not let his creativity and legacy die out with him.
06:22 Thanks to the inspiration of Falan Dominique Perrin and Jean Toussaint, Cartier continued
06:28 to flourish, introducing the almighty panther, a symbol of Cartier, into the jewelry and
06:34 watch line. Cartier remained under family control from
06:39 its founding in 1847 until 1964. Today, it is a wholly owned subsidiary of
06:47 the Swiss Richemont Group, but remains headquartered in Paris, thus the very ending gave birth
06:53 to a new start.
07:00 In the early 20th century, the pocket watch was the standard wearable timepiece.
07:07 Designed for more leisurely pursuits, but not ideal for men of action like Brazilian
07:12 aviation pioneer Alberto Santos Dumont, who needed a hands-free way to check the time
07:18 during his flights. He turned to his friend, Louis Cartier, who
07:23 came up with a solution, an extravagant piece named after his friend.
07:29 The Santos watch featured a large contrasting dial, making it easy for Dumont to read at
07:35 a glance without losing focus on his plane's controls.
07:39 The Santos watch went on sale in 1911, and Santos Dumont's celebrity status helped propel
07:46 the wristwatch towards being a popular must-have fashion accessory for men at the time.
07:53 Yes, the Tank wristwatch does indeed owe its origins to the military tank.
08:00 The name and design were inspired by the Renault FT-17 tanks, which Louis saw rolling past
08:07 his window during World War I. The watch somehow manages to be both rectangular
08:14 and square, borrowing lines from its namesake and has remained part of the Cartier catalogue
08:20 since it was created in 1917. The Tank has had a legion of A-list celebrity
08:26 wearers including Jacqueline Onassis, Andy Warhol, and most recently, Michelle Obama.
08:34 Tutti Frutti jewelry, the Tutti Frutti necklaces and bracelets, with their eye-catching mix
08:39 of emeralds, rubies, and sapphires, were inspired by the colors of Indian royalty and created
08:46 at the height of the Art Deco period. At the time, they were quite groundbreaking,
08:52 with Cartier the first to experiment with mixing different colored stones.
08:57 Today, Tutti Frutti pieces are prized by collectors, one sold at auction last year for $1.3 million.
09:07 They are revered as icons of the Art Deco era that offers a perfect marriage between
09:13 Eastern and Western cultural influences. The Pasha was one of the earliest water-resistant
09:21 watches. The story goes that the Pasha was originally commissioned in the early 1930s
09:27 by the Pasha of Marrakech who requested a watch suitable for swimming. Though there
09:34 is no substantive proof that this watch was actually made for the Pasha of Marrakech.
09:41 The Ballon Bleu is one of the Cartier's most iconic watches. Worn by celebrities and
09:47 royals like Kate Middleton, the watch is popular because of its rounded pebble case, comfortable
09:53 fit, and stylish design. The watch features Roman numerals and a sapphire
10:00 cabochan winding mechanism. A unique feature is the crown guard that slopes over the sapphire
10:07 cabochan crown. Embracing Cartier's historical journey with
10:12 its luxurious approach fascinates not only its retail customers but also the whole high-end
10:18 jewelry industry. For the brand's royal and loyal customers, it has given them a lifestyle
10:25 itself that dwells on its glorified past and teaches its stakeholders the everlasting importance
10:32 of quality over everything. Perhaps the best way to do justice to the
10:38 incredible history of Cartier is through the words of King Edward VII remarking Cartier
10:44 as the "Jewelers of Kings and the King of Jewelers."
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