It can hardly be denied: Cartier has been experiencing a veritable boom in recent years – their jewelry and wristwatches have been gracing social media feeds and Chrono24 hasn’t missed out on the Cartier trend either. If we look at our data from 2024 to early 2025, Cartier is among the top 5 best-selling brands on our platform. This puts it in the company of brands such as Rolex, Omega, and others – and not without reason. Every single piece by Cartier is breathtaking in its own way. Although it is particularly difficult to make a selection due to the countless possibilities, here they are: our five reasons why we love Cartier watches and the brand itself.
1. The Birth of a Legend
When Louis Cartier and Alberto Santos-Dumont met for the first time in 1901, the two visionaries had no idea what a legend they would create together. Santos-Dumont, a Brazilian aviation pioneer, told his friend Cartier one day about the difficulty of reading a pocket watch during a flight. Louis Cartier’s spirit of development was awakened and three years later he was able to present Alberto with one of the world’s first men’s wristwatches in 1904: the birth of the Cartier Santos. The fact that wristwatches were previously mostly reserved for women as costume jewelry changed abruptly. The Santos has hardly changed visually and is still an integral part of the Cartier collection today.
2. Resting is Rusting
Anyone who thinks that Cartier is resting on its long history and reputation is far from the truth. The brand continues to focus on its classic Art Deco designs, for which the brand is also known and loved. But the company is nevertheless constantly evolving in terms of technology, materials, and savoir-faire. For example, the latest Cartier Santos bracelets are particularly appreciated for their Quick-Switch and Smart-Link system. Those systems make it easier to replace the bracelet and adjust its length very easily and, above all, without tools. Cartier is also putting out feelers when it comes to materials. Although models made of gold, stainless steel, and platinum continue to be strongly associated with the brand, DLC-coated models have recently been used in an attempt to achieve a more modern look. The limited-edition Rotonde de Cartier ref. WHRO0064 even comes with a titanium case. We are excited to see where that journey will take us, but with Cartier you can be sure: It will always be stylish, classic, and elegant!
3. La Panthère: A Symbol for Strong Women
You only have to spend two minutes on the Cartier website to stumble across it several times: the Panthère. Since the early 20th century, the elegant and extremely rare panther has served as a source of inspiration for Cartier’s designers and Jeanne Toussaint herself. In 1933, Louis Cartier appointed the then 46-year-old as the new creative director of Cartier. Filling such a position with a woman was extremely unusual at the time. With her inexhaustible energy and dynamic nature, Toussaint continued to drive the development of the Panthère De Cartier and was therefore also known as “La Panthère”, meaning the panther. Toussaint not only stands for revolutionary watch design, but is also a symbol for strong and independent women thanks to her work in the jewelry industry. And the brand wants to take this further into the world: In 2006, Cartier and McKinsey & Company founded the “Cartier Women’s Initiative” together with INSEAD Business School. This award ceremony is aimed at committed and women-led companies that are based in a wide range of industries, contribute to solving global problems, and make the world a better place in their own way. Each year, a jury selects three finalists from each of the regions Europe, North America, Latin America, Middle East and North Africa, Sub-Saharan Africa, East Asia, and South Asia and Oceania and honors the winner with the Cartier Women’s Initiative Award. We would like to take this opportunity to congratulate all the well-deserved winners – and have fallen even more in love with Cartier.
4. Social Commitment and Sustainability
While we’ve talked about the philanthropic nature of the Clash de Cartier event before, it’s hard for this event to compete with the Cartier Philanthropy Foundation. The charitable foundation follows the ideology of bringing out the best in everyone and works completely independently of Cartier in order to be able to concentrate fully on projects that arise. The foundation’s main pillar is access to basic services in developing countries. Other pillars include gender equality and, in particular, the social and economic development of women who have been victims of violence, a commitment to sustainable ecosystems and livelihoods, as well as hazard prevention and disaster control. Cartier’s social commitment is so strong that many other companies could learn a thing or two from it. We take our hats off to this important work – and to Cartier! As if that weren’t enough, Cartier is also committed to upholding business ethics and applicable environmental and social standards within its own ranks. Cartier’s principles include a zero-tolerance policy towards corruption and money laundering, conducting business with integrity and transparency, and strict guidelines regarding the sources of the materials used, particularly diamonds. In addition, Cartier does not tolerate child or forced labor in its gold and gemstone mines. In production, too, they keep a close eye on which work steps can be made more energy-efficient and to what extent environmental protection can be further improved. Cartier is also at the forefront of sustainability, which makes the luxury watch manufacturer even more likeable than it already was.
5. Fine Details and Individual Designs
One of the unmistakable features of Cartier is undoubtedly the cabochon. The cut and polished gemstone appears in almost all of the French jewelry and watch manufacturer’s models and collections, adding an elegant touch even to originally functional models such as the Cartier Santos. The blue sapphire is usually set into the crown of watches, but the company also uses the precious stones in rings and other pieces of jewelry. Interestingly, although the blue sapphire is the stone most frequently used by Cartier for the cabochon, it is by no means the only one. In addition to the aforementioned blue gemstones, green sapphires or even red rubies are occasionally used.
If, contrary to expectations, no collection from Cartier appeals to you one hundred percent, you need not despair, because Cartier has its own department that is only responsible for special designs. Special and unique works of art are created from the special wishes of the customers and the unparalleled savoir-faire of Cartier goldsmiths. Even if you already own a beloved piece of jewelry and simply want to have it refurbished or repaired, the experts at Cartier are there to help you. If you have a special piece of jewelry refurbished or made by Cartier, you are in the very best of company: the Maharaja Sir Bhupinder Singh of Patiala, for example, had a festive necklace restored by Cartier.
