Teddy Baldassarre
Les Must de Cartier: The Misunderstood Entry-Level Cartier
The Cartier of today is undeniably a symbol of luxury and has strategically manufactured that imagery. From its quintessential deep red boxes with gold filigree border to its looping cursive script, even before you get to the object itself, whether it be jewelry or a watch, the brand has carefully crafted the entire experience of its product to position it as such. But today, we’re taking a look at an anomaly in the maison’s past, for which Cartier descended from its luxurious heights to extend its hand to the mass market. Les Must de Cartier is representative of a pivotal time in the history of watchmaking, and its contrasting accessibility played a crucial role in the maison’s longevity and its ability to weather shifting market trends. Down below, I’ll be walking you through how Must de Cartier came to be, some significant design codes, how the line has reemerged after its discontinuation, and share some musings and philosophical ponderings about this strange chapter in Cartier’s history. Les Must de Cartier Context From its relatively humble beginnings as a local, artisanal jewelry workshop in 1847, by the turn of the 20th century, Cartier had already established itself as a global luxury powerhouse, operating in London, New York, and Paris by 1909. Each independent branch of Cartier at this time was operated by a trio of Louis-François Cartier’s grandsons, and while they often collaborated, each location developed its own unique flair and catered to ...
